Challenge: Rebrand autonomous transportation startup from Wayfarer to Glydways to support Series B fundraising and establish category positioning for enterprise customers.
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Approach: Partnered directly with founders through the fundraising process to develop a complete rebrand. Our team conducted stakeholder interviews and market analysis to identify category positioning opportunities, developed naming strategy and brand architecture, then created a visual identity system that captures motion and innovation in transportation.‍

Contributors:
David Sperry — Brand Strategy, Creative Direction & Design
Rene Lovato — Animation
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Result:
- Secured $35.2M Series B funding from Suzuki and Khosla Ventures
- Established clear category positioning in autonomous mass transit space
- Developed refreshed name, visual identity, and design system
- Delivered narrative that enabled founders to articulate vision to investors
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Client: "Our experience with Nebulous has been a deep, challenging, introspective and emotional journey. The conclusions blew our minds, as well as our customers." — Mark Seeger, Founder