Tern - Brand Strategy & Design

Working closely with Play&Co Creative, I led the brand development for Tern Trucks. We started with research to determine how to position the brand in the existing EV market; once we had our positioning, we moved into naming, mood boarding, and ultimately creating the visual identity.

The name "Tern" comes from the Arctic Tern, a bird with one of North America's longest migratory routes. The name inspired the brand's visual identity, including bird's-eye view photography, Arctic Tern colors, and layouts that evoke the open sky.