Shortly after the joining of Fiat and Chrysler, many changes began to take place. One of them, was the separation of Dodge trucks from the Dodge brand to so that Ram Trucks would now stand on its own. My task was to help create a new bold look for Ram Trucks. Gritty, tough, and definitely not afraid to get its hands dirty. The bold new look was a message to show the industry in a time of upheaval, that Ram wasn't about just to lay down and roll over.