Nuro is developing custom electric autonomous vehicles that will make local deliveries in our communities. The average American spends 140 hours every year running errands. Nuro hopes to give you that time back to spend on the things and people that matter—making streets and communities safer and more sustainable along the way.

As the Head of Brand Design and creative leader, I led the effort to evolve Nuro’s visual language to address limitations and enhance the brand identity. The previous system had no clear guidelines and a limited toolkit, which risked inconsistent applications with no strategy.

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This project was comprehensive—touching everything from art direction, icons, illustration, colors, fonts, and gridlines. I led the effort to start with understanding our brand traits and moved into design explorations that built on our core DNA. The result is a visual identity that feels seamless and futuristic (effortless)—while also feeling approachable, friendly, and warm (human).

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