Greenlane
Bringing a commercial electric vehicle charging brand to life
Building the critical EV infrastructure for commercial trucking is a national priority
It’s also a daunting challenge, particularly when it comes to adoption by commercial fleet owners and drivers—a challenge Greenlane is meeting with the help of Lippincott.
Greenlane is a $675M joint venture focused on building the infrastructure of a nationwide network of commercial zero emission vehicle charging and refueling stations powered by the most advanced refueling technology, and backed by Daimler Truck North America, Nextera Energy, and BlackRock.
Underlying the adoption challenge is a general lack of confidence on the part of fleet owners and drivers. This heart of the transportation industry believed electric charging and refueling infrastructure simply wasn’t reliable. Our analysis of the industry and competitive space yielded a definitive conclusion: Greenlane’s strategy, purpose, and messaging needed to be anchored in unique, tangible benefits, credibly delivered in a way that would instill confidence in their business.
Against the backdrop of a national labor shortage, and shifts in the talent pool, we anchored our strategy and messaging solutions on the idea of instilling driver confidence in “the road ahead.”
Key to the idea was going beyond EV benefits such as environmental impact
Among other benefits, EV freight also meant no more diesel smell on your clothes at the end of the workday, and a markedly quieter, smoother ride on the road. With a 7.6 percent increase in female truck drivers between 2011 and 2023, it also meant the station experience needed to evolve, and Greenlane was ready with plans focused on health and wellbeing, as well as safety for drivers stopping at their stations.
Together with Greenlane’s leadership team, we defined a brand purpose, commitments, and personality centered on the ideas of confidence in the transition ahead, as well as the ease, enjoyment, and empowerment of what Greenlane brings to the industry.
Our strategy and messaging playbook focused on these new dimensions of the business. Drivers needed to feel good about what’s next, and they needed to be confident that the business and its infrastructure would get them to their destination reliably and predictably. In short, we needed to ensure that “the road ahead” was much more than a slogan—it was true.
The identity and signage system features a mark that serves as a roadside beacon representing the name in a visual shorthand, and forms of the logo become diverse markers of the station experience, representing the path to a driver’s destination, and satisfying the need to clearly and artfully identify Greenlane’s “road ahead” in both exteriors and interiors.
“Lippincott pushed us to think beyond the fundamentals of Greenlane’s brand to what it could truly make possible for our market. Our new brand not only moves our business forward, but it connects to fleet managers and drivers on a deeper level and helps them feel good in their lives and careers.”
The end result of our work with Greenlane is a brand driven by aspirations, and confidence, in a better future. Through the strategy, messaging, and identity we crafted, Greenlane’s business is poised to set the commercial trucking industry on a better, more confident path, on the road ahead.
Greenlane website design created by eDesign Interactive
“We created a brand identity that drives the entire Greenlane experience. It’s more than a logo—it’s a design language embedded throughout every touchpoint—from wayfinding to digital apps to the facility experience and beyond.”
