Ike set out to develop autonomous driving technology for the commercial trucking industry and was founded by veterans of autonomous programs at Uber, Apple, and Google. Unlike many autonomous platforms, Ike did not aim for a future without truck drivers, but instead using transfer hubs where trucks would shift from local professionally-driven cabs to interstate autonomous control, they focused their technology on the long-haul aspect of trucking—a source of grinding workloads for truckers and safety risks for passenger vehicles. Ike was firmly pro-trucker and wanted an identity which reflected that.

 

While the startup was still in stealth-mode, we created a system that references interstate signs and Americana while feeling clean and contemporary. From there we continued to work with them on a range of projects including presentations, collateral, front-end design of internal tools, and the company’s website. After receiving $52 Million in Series A funding, Ike was acquired by fellow autonomous vehicle startup Nuro in December 2020.

 

Scope

Brand Identity

Brand Strategy

Brand Guidelines

Print Materials

Digital Comms

Animations

Decks & Presentations

Icons & Diagrams

Merchandise

Print Design

Social Media Assets

Website / UI / UX

Internal Contributors

Brand

Communications/PR

Founders

Marketing

People/HR

Positioning

We took inspiration from sturdy American brands and the country’s landscape from the open road. We wanted the brand to feel equally at home with truckers and the engineering teams in charge of key technology. It should be an identity that felt reliable, hard-working, human, classic and connected.

Design Development

While interviewing the founders and key stakeholders as we developed scope, several creative challenges and tensions were revealed: how to stand apart from others in the automated landscape; how to tap into the trucker community without being patronizing or making a caricature of the job? How to instill trust and get buy-in from the public and policymakers for driverless trucks? 

… something about the process here

Sensor diagrams (Anisha)

White paper cover

Safety icons (could be gif or colored)

Animated slack

t-shirt

Journey graphic

 

 

 

 

Text about the color palette and logos and stuff

Ongoing Work

Ike kept us on to act as their in-house design team, where we got the chance to see our brand at work (projects to mention but not show: tactical unsexy stuff like Google docs, slides, HR onboarding tools, engineering dashboard, eng team validation test emails, etc.) 

  • Website 
  • Safety icons
  • White paper
  • T-shirts