Roadnet Technologies Branding
Through the creation of their brand platform, embodied by the How to Deliver tagline and supporting brand identity system, Roadnet Technologies is expanding both customer awareness and marketing reach.
Client
Roadnet Technologies, Inc. (now Solaris)
Team
Cyndi Brandt (Roadnet Technologies Marketing Director)
David Beaudouin (Content Strategist/Copywriter)
Karen Klinedinst (Art Director/Project Manager)
Kat Jamieson (Brand Strategist)
Project Overview
Roadnet Technologies Inc. was already a successful transport logistics software company when it was purchased by UPS and renamed UPS Logistics Technologies. After seven years, the company left UPS to re-establish itself as an individual entity under its former name. While accepted as an industry leader in fleet management solutions, the company needed to reposition its identity for international growth while retaining existing brand equity and strong market share.
I put together a dream team of independent creatives to revitalize and re-introduce their brand. Together with Roadnet’s marketing team, we created a new brand platform, and supporting brand identity system that became the foundation for their communications.
Problem
How does Roadnet reposition its identity for international growth while retaining existing brand equity and strong market share?
Our research identified a perfect match between top priorities and values shared by the company and its very loyal customer base: longevity, experience and reliability. In addition, we identified a formula of Operational Intelligence that Roadnet used to communicate their unique product benefits in four key areas of their fleet market:
business profitability
employee productivity
resource efficiency and
operational safety.
Solution
Through the creation of a new brand platform and supporting brand identity system, the foundational elements of Roadnet’s communications are spelled out in a comprehensive brand book.
The rebranded Roadnet Technologies expanded both customer awareness and marketing reach. Known for getting high marks on ROI with continuous product improvement based on customer feedback, Roadnet was better positioned than ever to keep its brand promise: helping customers deliver.
