OnTrack: from a tech-focused approach to a warm, close and human brand.
Keywords:
Branding, Web design, Brand Management, UX / UI.
- Brand Guidelines
- Communication Strategy
- Web Design and Development
- In-person touchpoints
Starting point
- OnTrack Global is a platform with immense technological potential in the transport fleet management and educational ecosystem sectors.
- After more than 15 years of proven market experience, Ontrack perceived its brand as disjointed and lacking accessibility.Both clients and the internal team viewed the brand as outdated.
- The decision was made to overhaul the visual and communication universe, shifting from a robust strategy toward a brand focused on generating both online and offline leads.
Challenge / Opportunity
- To establish a strategic communication and design partnership with monthly ongoing management to transform brand perception and fuel its growth.
- At Epigrama, we identified an opportunity to dig deep into the brand’s core values and project them powerfully across an omnichannel ecosystem—connecting physical events, such as trade shows, with a digital sales environment.
What We Did
- Brand Renewal: As a result of the brand workshops conducted with the OnTrack team, we created an identity manual featuring clear graphic guidelines, core values, and concrete, cross-cutting messaging to communicate the organization's portfolio.
- In-person touchpoints: We strengthened and unified the brand experience at physical touchpoints, specifically designed to stand out at trade shows where first impressions are critical.
- Loyalty & Post-Sale Strategy: We structured an ongoing communication system through email marketing templates and new feature announcements, among others. These were designed to stay in touch with current clients, provide constant value, and activate an organic referral network.
- Digital Conversion: We optimized and strengthened the web ecosystem to establish it as the primary corporate presentation and the first effective touchpoint for capturing potential leads.
- Audiovisual Content: Through short-form videos, we communicated the core benefits of OnTrack's products, highlighting success stories, use cases, and the real-world environments where OnTrack’s ecosystem operates.
1. Brand Renewal & Strategy
The first step to tackle the outdated brand perception was to diagnose the brand architecture and its alignment with the company’s values. Feedback from both clients and the internal team pointed to a lack of brand DNA and an inconsistency between their values and their textual and visual discourse.
To uncover the brand's core DNA, we conducted co-creation sessions and brand workshops where we articulated the brand's Why and its core values. Following this, we developed a comprehensive identity manual featuring clear communication guides, graphic parameters, a renewed visual universe, and cross-cutting messaging to convey the brand's portfolio and vision.
2. Digital Conversion:
We optimized and strengthened the web ecosystem to establish it as the primary corporate presentation and the first effective touchpoint for capturing potential leads. Epigrama designed tailored user flows based on OnTrack's customer personas, segmenting the experience according to their School, Enterprise, and Dashcams product lines. The digital environment also features strategic landing pages with downloadable content and personalized landing pages linked to brand activations at trade shows and events.
Visit OnTrack's website to see the brand in action.
3. Brand and Communications Ongoing Management
Epigrama works hand-in-hand with OnTrack through a bi-annual ongoing management plan, serving as their in-house design agency. In this role, we support the company from strategy to execution, producing digital assets, sales collateral, audiovisual content, print materials, and spatial installations for trade shows and events.
Results Achieved
The impact of OnTrack's new image and communication strategy on sales has been definitive. Qualitative and quantitative research shows remarkable results, ranging from a shift in client brand perception to a strong alignment of the internal team with the core values. These new resources have brought vitality and harmony to everyday business operations and development.
All these milestones have strengthened the long-term relationship between OnTrack and Epigrama Studios, paving the way for continuous iteration of solutions, the exploration of new technologies, the implementation of Artificial Intelligence in design operations, and the opening of new creative spaces—all grounded in clear visual guidelines and values that explicitly guide strategic communication decisions..
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