Tern

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 birdseye view photography, Arctic Tern colors, and layouts that feel like the open sky.