The tech start-up aifleet is on a mission to fix the trucking industry’s inefficiencies and rebuild trucking for hard-working drivers. With care for people and planet (aifleet is also carbon neutral) and the company’s commitment to getting drivers home every Friday night, BBMG created a visual expression that celebrates aifleet’s people in their full humanity. 

 

The graphic language was inspired directly by the personalized routes of their drivers that always lead home. We recommended a documentary style approach to photography, one that highlights not just the drivers behind the wheel, but shows their full 360 lives. A new typeface echoes the expansiveness and freedom of the open road.