Manual
Waabi
Waabi
Waabi
Waabi is one of the most technically advanced companies in autonomous driving, yet their brand and digital presence weren’t reflecting the scale of their progress. Their breakthrough approach to autonomous trucking, powered by next-generation generative AI, had accelerated far ahead of the story they were telling. Waabi came to us to help articulate a clearer point of view, sharpen their differentiation, and build a brand and website that finally matched the ambition of their technology.
The Challenge:
Waabi had made enormous strides: an industry-leading driver built on AI-first simulation, a rapidly expanding commercial footprint, and growing partnerships with Volvo, Nvidia, and Uber Freight. But the existing brand looked and sounded like a typical AV company. It undersold their scientific depth, their contrarian approach, and the broader impact of their technology. The story needed to shift from “self-driving trucks” to “a safer, more scalable future for logistics and mobility.”
Our task was to help Waabi express this frontier. To translate the technical breakthroughs behind the Waabi Driver into something human, optimistic, and unmistakably different in a crowded category.
Our Strategy
At the heart of the brand is a simple idea: We built our own road. Waabi didn’t follow the traditional AV playbook. They created a fundamentally different path to autonomy—one designed for speed, scale, and safety from day one. Instead of relying on slow, resource-intensive methods, Waabi developed a breakthrough combination: an end-to-end AI system that is both interpretable and verifiable, paired with the industry’s most advanced neural simulator. It’s a path that reaches autonomy faster, and with a deeper understanding of what it takes to get there safely.
Our strategy was to translate this contrarian approach into a clear, confident brand narrative. One that elevates Waabi above the noise of the AV category and reframes them as a pioneering AI company with real-world impact.
Our Focus
Bringing the core idea to life across tone, messaging, and design.
Positioning Waabi as a category-defining AI company, not a conventional AV player.
Explaining the breakthrough behind their technology in a way that is both technical and human.
Introducing a narrative centered on safety, efficiency, and the direct-to-customer model their system unlocks.
Building a digital experience that moves seamlessly from high-level storytelling to deep product and partnership detail.
Logotype:
Built on refined geometry, the logotype feels simple, confident, and approachable. The continuous W introduces a sense of flow that echoes Waabi’s ability to move intelligently through complex environments. In motion, a smooth weight shift adds a sensing, responsive quality.
Color Palette:
A distinctive palette anchored by a vibrant fuchsia pink stands out in the AV category and brings a human warmth and optimism that counterbalances the technical nature of the work. A complementary “light tunnel” gradient graphic adds depth and movement, serving as a core signature that expresses Waabi’s intelligence and constant forward momentum through the world.
3D Visual Language:
A suite of 3D animations explain complex ideas in an intuitive way. From sensing and simulation to the behavior of the Waabi Driver, these visuals help translate technology into a story of capability and safety.
Photography:
A photographic narrative shaped with Mark Mahaney captures the human side of Waabi’s mission. The images follow the people, places, and everyday scenes that make the work real, presenting progress as something happening now, not imagined later.
The Result
Waabi’s new brand and website position them as a leader at the forefront of AI and autonomous trucking. The transformation brings clarity to their story, elevates their partnerships, and presents Waabi as a company driving a safer, more efficient future for logistics. It moves them out of the typical AV narrative and into the space where they truly belong: a breakthrough AI company reshaping an entire industry.
Special thanks to Raquel, Daryn, Ally and Lottie.