Joining at an early stage meant that much of the brand's expression was yet to be discovered, shaped, and refined. From the way the company communicates to its visual presence, Rui and the design team took a holistic approach, ensuring a coherent experience for anyone encountering Einride—whether through social media, advertising, or its products and tools.

The brand has since achieved a leading status in the industry, continuously adapting, while staying true to its irreverent side.