Volvo Trucks Worldtrucker

Volvo Trucks wanted to create a digital home for the people behind the wheel — a global community built for, and by, truck drivers. The result was Worldtrucker, a bold initiative to connect, celebrate, and empower drivers across borders and brands.

We developed the entire identity — from naming and voice to visual design and app experience. Every detail was built around the drivers’ perspective: robust, straightforward, and full of character. To emphasize the real-world grit of trucking life, we created what may have been the world’s first literal branded brand book — crafted in leather and physically branded with a custom-made iron. 

To launch the platform, we built a campaign fronted by Ice Road Truckers star Lisa Kelly, whose credibility and global appeal gave the initiative instant authenticity. The app and community were introduced with fanfare at the world’s largest trucking fair — MATS in Louisville, Kentucky — where thousands of drivers got a first look.

Worldtrucker became more than a platform. It became a movement — and a living brand fueled by real stories, real people, and real purpose.