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 way getting products from A to B.
Over the past three years, the design team and I have crafted every part of the user journey, from the industrial design of Autonomous vehicles and the architecture of charging stations to software products and marketing—taking a holistic approach to ensure the brand behaves and appears consistently across the entire experience.
Together, we’ve helped build Einride from a startup into a scale-up, and are now taking the next step toward becoming a publicly traded company.
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 Nasdaq-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.
APPROACH
By implementing a “one table” approach – bringing together everyone involved in marketing, brand design, industrial 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 impactful marketing campaigns, smartly packaged offerings, and well-designed hardware – from charging stations to autonomous vehicles – alongside software products, websites, filmed events, and product launches, all brought together through a cohesive brand experience – In the end the brand is the sum of every touch points.
INDUSTRIAL DESIGN
PRODUCT DESIGN
ARCHITECTURE
VISUAL DESIGN
MARKETING
PRODUCT INNOVATION
SIMULATION PROTOTYPING
VISUALISATION
Brand & Marketing Work
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.
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.
CARLSBERG + EINRIDE’S ELECTRIC BEER
Above 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
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.
CHARGING CAMPAIGN
Einride's Smartcharger stations are redefining what it means to charge on the road. Designed specifically for electric trucks and the people who drive them, the stations combine intelligent charging technology with spaces built for recovery and wellbeing. While the infrastructure ensures efficient charging and access to the best available energy prices, every station also features a Driver Lounge with private showers, a kitchen, and comfortable areas to relax and recharge.
To bring this idea to life, Einride partnered with HealthTunes, a company that creates scientifically designed music to reduce stress and promote mental wellbeing. Together, they turned charging time into recharge time, using sound to help drivers unwind while their trucks power up.
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.
SPRING UPDATE
The Spring Update is Einride's annual keynote event, where we share the latest developments shaping the future of the road freight industry.
Each year, we bring together investors, customers, partners, policymakers, and the broader public through a live keynote for a transparent look at our progress, our priorities, and what's ahead. It's an opportunity to reflect on the milestones we've achieved, discuss the challenges and opportunities facing our industry, and unveil the innovations driving the next phase of our journey.