In 2016, Alphabet’s Google X team turned to Manual to help define one of their most ambitious ventures to date: the evolution of their self-driving car initiative into a standalone brand. This transformation marked the birth of Waymo—an autonomous mobility company poised to redefine how the world moves.

As Waymo’s agency of record, Manual partnered closely with their internal team over several years to develop a comprehensive brand identity and visual language. The work extended across every touchpoint—from vehicle design and user interfaces to marketing campaigns and real-world brand experiences.