Ctrack


Ctrack is a South African based software company that specialises in telematics, data analytics, tracking and reporting. Over the last 38 years, Ctrack has become a well-known brand in the fleet management and vehicle tracking sector.  


However, the company’s product and service offering stretches beyond the automotive/fleet industry. They are the market leaders in developing innovative digital solutions, that are at the forefront of artificial intelligence, to support businesses and the government with so much more than just tracking and reporting.

Challenge

 

Because Ctrack has build their business around fleet management and vehicle tracking, the brand has become so synonymise with this sector that other industries don’t consider them as a viable candidate to help them with their software/digital needs.


To expand their portfolio and to create relevance in other industry sectors, the company has decided to preposition Ctrack brand. The company’s goal is to shift brand perception and showcase how their product and service offerings can assist other industries and the positive impact they can have on the daily lives of people.



Solution


  • Develop a brand identity that captures the essence of the company and what they want to stand for in the future.
  • Create the right perception that will resonate with a variety of different industries, without alienating their existing clientele.
  • Challenge market conventions and industry perceptions by humanising the brand. 
  • The brand must have a modern and established look and feel that is agile enough to work on any communication channel or medium.

Roles


  • Brand Development
  • Graphic Design
  • Animation
  • UI Design/Website


Tools


  • Adobe After Effects
  • Adobe Illustrator
  • Adobe Indesign
  • Adobe Photoshop
  • Adobe XD


Challenge

 

Because Ctrack has build their business around fleet management and vehicle tracking, the brand has become so synonymous with this sector that other industries don’t consider them as a viable candidate for their software/digital needs.


To expand their portfolio and to create relevance in other industry sectors, the company decided to preposition the Ctrack brand. With the main goal; to shift brand perception and showcase how their product and service offerings can assist other industries and the positive impact they can have on the daily lives of people.



Solution


  • Develop a brand identity that captures the essence of the company and what they want to stand for in the future.
  • Create the right perception that will resonate with a variety of different industries, without alienating their existing clientele.
  • Challenge market conventions and industry perceptions by humanising the brand. 
  • The brand must have a modern and established look and feel that is agile enough to work on any communication channel or medium.

Roles


  • Brand Development
  • Graphic Design
  • Animation
  • UI Design/Website


Tools


  • Adobe After Effects
  • Adobe Illustrator
  • Adobe Indesign
  • Adobe Photoshop
  • Adobe XD


Logo Development


With the rebrand and repositioning of the company, the board of directors played with the idea to also change the name of the company to one of their most successful and well-known software products, called Crystal. After deliberation, the company decided to keep the Ctrack name, as they were worried that a name change might alienate their existing clients and create brand confusion.


As a result, the company decided to opt for a brand evolution. The client requested that we incorporate elements of the Crystal logo into the new brand identity to create a collaborative new brand that feels like Ctrack but embodies Crystal. 


Logo Development


With the rebrand and repositioning of the company, the board of directors played with the idea to also change the name of the company to one of their most successful and well-known software products, called Crystal. After deliberation, the company decided to keep the Ctrack name, as they were worried that a name change might alienate their existing clients and create brand confusion.


As a result, the company decided to opt for a brand evolution. The client requested that we incorporate elements of the Crystal logo into the new brand identity to create a collaborative new brand that feels like Ctrack but embodies Crystal.