Imagery

TruckCharge has no visual language of its own. It draws on the existing imageImage
The publicly perceived image of a company, brand, product or service. Determined primarily by ... material of its co-brands (e.g. Mercedes-Benz Trucks) to portray vehicles, accessories or technical features appropriately in the context of TruckCharge. It is important to avoid a brand-neutral depiction.

The visual language is based on the three pillars of the TruckCharge brand: consulting, infrastructure and operation. In terms of content, these – in conjunction with the relevant co-brand (e.g. Mercedes-Benz Trucks) – represent the TruckCharge offer as a complete solution (e.g. charging system and eTruck).

Shooting Image Material

When producing stand-alone image material for TruckCharge products such as charging stations, charging parks or digital applications, the criteria below should be observed to make sure the images blend in well with that of co-brands:

• Heroic presentation of eTrucks with charger or charging station
• Depiction of technical features using crops and close-ups
• Interpersonal interactions with customers and real moments from daily life
• A diverse range of people, representing the international nature of the brand (but without painting an unrealistic picture)
• A variety of day times and lighting moods, to create atmospheric scenes
• Use of motion blurring to add dynamism to the scenes shown

Theme: Consulting

Content
Feasibility analysis, individual charging concept, chargers and charging stations, cost analysis

Visual realization

• Social interactions seen in close-up and from a heroic perspective
• Charging parks in zoomed out images featuring strong perspective utilization
• A variety of day times
• Integration of various shades of cyan into the natural colors

Theme: Infrastructure

Content
Supplier platform, charging stations, charge management, power supply, charging offers, repair, maintenance

Visual realization

• Work processes seen in close-up with contrasting depth of fieldDepth of Field
  The distance in front of and behind an object that remains within the focus.
• Charging parks seen from a variety of perspective angles
• Heroic presentation of vehicle models
• Visual elements colored in cyan

Theme: Operation

Content
Digital planning and operation of routes with the Charging Management System, seamless digital payment with fuel card

Visual realization

• High-contrast pictures with natural colors
• Close-ups of technical features and operating functions
• Detail shots with contrasting depth of field Integration of various shades of cyan into the natural colors
• Dynamic driving scenes with motion blurring

Please note
These mood boards from Mercedes-Benz Trucks are provided for illustrative purposes only.