Blackline GPS Rebrand

blackline family logos

B2C company transitions to B2B and goes public

Blackline GPS was a single product, B2C company that transitioned to a B2B and publicly traded corporation with multi-focused products. The wireless location tech company offers tracking solutions for large organizations and government in health and safety, covert surveillance, and loss prevention.


Brand Strategy and Architecture
Family of Corporate Logos
Family of Product Logos
Identity System
Tradeshow Displays
Product Packaging
User Guides


Blackline wanted to create two divisions to service different audiences; health & safety and business and law enforcement. They also needed to provide leadership with the ability to easily present the company as a whole to investors, potential partnership, and expand into other countries.


The original Blackline GPS name and logo was kept intact although, we revamped the colours (from soft light grey and blue) and then created two sister-logos and a colour palette for the family of identities. From there, marketing assets were designed specifically for leadership and the two divisions.

blackline gps blackline gps website blackline door blackline gps folder

Design Solutions and Outcome

Case Study

Brand Positioning – Blackline GPS

VegFest Calgary provides a sense of community and cruelty-free options to vegans and veg-curious individuals and families in Alberta, through a supportive, fun, and educational event that empowers them to make healthy lifestyle choices.


  • 90% Male, 10% Female
  • Average age: 47
  • Health & Safety industry and
  • Loss Diversion industry
  • Oil and Gas and Construction
  • Leaders and Decision Makers
  • Government procurement departments and officers



  • Confident
  • Safe
  • Action


After the rebrand launch, Blackline secured multi-million dollar contracts and partnerships in multiple countries. They also began winning repeated tech innovation and business awards and became a leader in wireless tracking technology for health & safety and diversion control.



Secured Contracts: AltaGas Utilities Inc., Public Works and Government Services Canada – Correctional Service Canada, Enmax, Spantec GmbH, Air Liquide, Minnesota Department of Corrections, Passport Transport, Canadian Telecom, TECTERRA, Sara Riel, Skedaddle, Skanska, Bayshore Concrete Products, ATCO, a prominent Calgary-based pipeline company, one of the world’s largest independent exploration and production companies with operations in 27 countries, and one of America’s largest food processing companies.

Secured Partnerships: Iridium Communications Inc., GfG Europe Ltd., Lone Worker Safety Solutions Inc., Big Sky Call Centers Inc.,

Tech Innovation and Business Awards: Profit 500 – Canada’s Fastest Growing Companies, Occupational Health & Safety Magazine – Safety Monitoring Device of the Year, and Alberta Venture – Top 20 Most Innovative Companies.

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