TERN

Working closely with the team at Play&Co, I led the brand development of Tern Trucks, an electric truck manufacturer built for the professional driver. Starting with an initial research and concept phase, we researched the industry to determine how to position ourselves to resonate with our target audience. From there, we moved into naming and, finally, visual identity.

The brand is named after an Arctic tern, a bird with one of the longest migratory routes, which speaks to our truck’s ability to go the distance. Our name then helped to inform our brand identity, with photography shot from a birds-eye view, colors inspired by the colors of a Tern’s feathers, and layouts that feel like the open sky.

Brand Strategy / Visual Identity / Copywriting