Africa's Largest TRP Platform — Kenitra Inauguration
Digital & visual strategy for the launch of Africa's largest TRP platform for truck after-sales services with Bonne Route Auto.
Overview
In 2024, I had the opportunity to play a key role in the launch of Africa's largest TRP platform for truck after-sales services with Bonne Route Auto. TRP is a globally recognized multi-brand truck parts supplier, known for quality, reliability, and compatibility across major truck manufacturers. Bonne Route Auto, founded in 2016 in Morocco, has become a major player in the heavy-duty truck sector — the first and only company in Morocco offering comprehensive multibrand after-sales services for major truck brands such as SCANIA, VOLVO, MERCEDES, MAN, RENAULT, and IVECO through its strategic partnership with TRP Parts. The inauguration of this platform marked a historic milestone for the company and for the Moroccan logistics industry.
The Challenge
One of the main challenges was balancing two strong identities: TRP's strict global communication manual and Bonne Route Auto's vibrant Moroccan DNA. Every visual element had to feel unified, precise, and intentional. TRP operates with rigorous visual standards — from logo placement and spacing rules to color codes and typography hierarchy. The objective was to reflect TRP's global reliability while adapting the communication to resonate locally with Moroccan and African audiences.
The Approach
I led the digital and visual strategy, going beyond design execution to build a cohesive strategic identity. I coordinated digital campaigns, on-ground event visuals, branded communication materials, and strategic messaging structure. I developed a complete set of branded materials including event invitations, business cards, branded panels, on-site visual elements, and digital launch assets. Each piece carefully integrated TRP's signature color system and typography while preserving Bonne Route Auto's visual spirit. Bonne Route Auto carries a strong Moroccan character rooted in ambition, growth, and operational excellence — the visual tone felt bold and confident, the messaging reflected leadership, and the execution maintained emotional connection.
Objectives
- 01Respect TRP's international brand standards
- 02Elevate Bonne Route Auto's Moroccan identity
- 03Reflect the scale and authority of the platform
- 04Position the company as a strategic partner in the logistics ecosystem
What We Delivered
Key Results
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