Crafting a trusted brand in the land of experiments

Founded in 2018, Kodiak was an early player in the autonomous trucking industry. This new-to-the-world industry was growing rapidly with eager young players, each scrambling to make their tech demos more impressive than the next.

Unlike their competitors, Kodiak’s team of industry veterans isn't looking to simply prove out their technology. Instead, Kodiak strives to be a robust, competitive shipping player by using automation as a key differentiator. Within a landscape of questionable claims and overblown tech talk, Kodiak needed a cohesive brand articulation that established their honest ambition and rightful authority.

Engineering fuels Kodiak’s products, but we found the heart of the company in their shared values.

Inspired by the scale of the trucks, we built Kodiak’s “Truck K” to echo their scale.

We used the beauty of agricultural landscapes, the open sky, and the bright red cab of Kodiak’s trucks to create a simple and bold color palette.

Team and Collaborators

Strategy

Gabrielle Muse
Ted Makarewicz

Design

Martin Grasser
Lilly Archer
Taylor Givens
Carina Huynh
Carson Chang
Zrinka Buljubašić
Sarah Costello - Copywriting
Secret Stache - Site Development

Operations

Maya Shetty
David Watts-Miller