A changing automotive landscape of connected cars and IoT gave TRACKER™ cause to reconsider and reposition its brand. By adopting a new focus on digitization and the future possibilities of tracking technology, they looked to appeal to new audiences and markets.


We conducted a thorough brand workshop with the team at TRACKER™, which informed the creation of a new architecture. The outcome helped to reposition the brand as pioneering the future of tracking technology, while still recognising the importance of its existing offering of stolen vehicle recovery. The developed architecture was supported by a new brand look and feel that reflects the evolving position of TRACKER™ in the market.


We brought the TRACKER™ identity to life with a new colour palette, strapline, tone of voice, photography route and icon style, accompanied by a new brand guidelines document. In addition, we developed a graphic for the Very High Frequency (VHF) technology that is unique to TRACKER™. Together they represent how TRACKER™ technology plays a part in an ever-shifting industry.