Einride is transforming the road freight industry and the way goods move, with autonomous and electric trucks, smart charging, and software, all connected through one platform. This makes transportation more efficient, lowers emissions, and creates a more streamlined system.
Over the past three years, the design team and I have crafted every brand touchpoint, from the industrial design of vehicles, the architecture of charging stations to the software product and marketing – taking a holistic approach to ensure the brand behaves and appears consistently across the entire user journey. Here is a selected overview.
CLIENT
Einride is a leading technology company helping global customers to cost-efficiently transition their logistics to electric and autonomous operations. With more than 25 customers spanning seven countries, including the U.S., the company’s business model centers on a dual Freight-Capacity-as-a-Service (FCaaS) and Software-as-a-Service (SaaS) approach through its proprietary AI powered platform, which orchestrates the entire ecosystem required for electric and autonomous operations.
Einride was founded in Stockholm, Sweden in 2016. In November 2025, Einride entered into a definitive business combination agreement with Legato Merger Corp. III for a proposed business combination that would result in Einride becoming a NYSE-listed public company.
GOAL
The goal was to build the Einride brand by ensuring every touchpoint across the user journey was thoughtfully crafted, spoke in a consistent tone, and expressed the brand’s personality wherever it appeared, from hardware to brand design, from billboards to buttons.
As part of this journey, the aim was also to simplify a complex offering, making it understandable for a broad audience – investors, potential clients, and the wider market, as Einride prepares to go public on Nasdaq in 2026.
RESULTS
By implementing a “one table” approach – bringing together everyone involved in marketing, design, and product into a small, cross-functional team literally sitting around one table —we were able to use every tool at our disposal, continuously review and refine the output, and build the brand from the ground up.
This led to the creation of marketing campaigns highlighting different parts of the offering, the strategy and packaging of those offerings, and well-designed hardware such as charging stations and autonomous vehicles, as well as software products, websites, filmed events, and product updates—all tied together into a cohesive brand.
ROAD FREIGHT REDESIGNED
With a complex offering of autonomous and electric trucks, smart charging, and software—all connected through one platform, and multiple target audiences, we needed a clear vision and positioning for Einride that every department could stand behind and that pointed toward a long-term ambition: Road Freight Redesigned.
Road Freight anchors Einride in their industry.
Redesigned expresses Einride’s higher purpose, to reinvent the entire freight system. Showing a deliberate effort to rethink every aspect and leave no stone unturned.
‘LIVE’ – A strategic positioning
Although Einride is an established company with more than 300 employees globally, the product is being developed in real time. The road freight category doesn’t change overnight—it's a traditionally fragmented industry, dominated by diesel trucks and scattered players working on different parts of moving goods from A to B. The transformation is still in progress.
However, unlike many startups just entering the space, Einride is already operational—working with major brands and running both autonomous and electric road freight. This became a clear differentiator and led to the strategic narrative of being live.
We applied this narrative across all key moments—partnership launches, new charging stations being built, and routes going into operation—consistently reinforcing that Einride isn’t just envisioning the future of freight, but actively delivering it.
INDUSTRIAL DESIGN
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PRODUCT
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MARKETING
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PARTNER ACTIVATIONS
B2B has a lot to learn from B2C—especially when it comes to marketing. This industry will not be defined solely by who builds the best technology, but by who owns the narrative and creates compelling, engaging communication. From the start, Einride has approached the market like a B2C brand, despite operating in a B2B space.
The partner activation strategy is built on close collaboration with Einride’s clients—strengthening relationships while amplifying shared ambitions and achievements.
It’s an opportunity for both sides to demonstrate a commitment to real, impactful action, and to tell that story in bold, creative ways. In doing so, we build a brand not only within the road freight industry, but far beyond it.
Next to this is Electric Beer – a limited-edition collaboration between Einride and Carlsberg, celebrating Carlsberg’s transition to electric road freight in Sweden. Transported entirely by electric trucks, the can goes beyond being just a regular beer — it has the power to educate consumers, decision-makers, and brands about electric road freight: a smart, emission-free, and more efficient alternative to diesel.
The Electric Beer Case
SPRING UPDATE
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MOTION
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SPRING UPDATE
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ARCHITECTURE
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ARCHITECTURE
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BRAND
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BRAND
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PRODUCT ACTIVATIONS
In a category where every competitor is announcing the same milestones, rational messaging alone doesn’t make a brand memorable—it makes it credible. There’s a difference.
What separates category leaders from competitors is personality—showing up in unexpected ways. Einride applied this thinking to its products, creating campaigns that spotlight one part of the offering at a time, while connecting back to the broader platform.
This approach allows Einride to stay relevant throughout the year—continuously driving awareness of the full offering through fresh, engaging entry points. The ideas are compelling enough to generate earned media, not just rely on paid distribution.
Next is is an upcoming campaign that targets the Electric Road fright and charging part of Einride’s offering.