With a highly successful and innovative tracking product having already been widely adopted by Northern Territory industry TurboTrack took the decision to grow their business to the next level through the creation of a dealer network. Fundamental to this initiative was the strategic development of their brand.
Boab explored ways to move the existing business-to-business brand to a much more appealing business-to-consumer brand that would pave the way for the next level of growth. Fundamental to this was avoiding a focus on product attributes and technological selling points, instead refocusing on real-life users, in other words ‘humanising’ the brand.
Case studies were used to convey user’s stories and an easy to understand system of colours and product codes were created to help clarify a wide range of product options.