Blackline Safety – Rebrand
The Blackline GPS Safety Division consists of a line of eight products for the lone worker safety industry.
Challenge
Design a brand, marketing and campaign assets for the health & safety industry.
Replicate a family-of-products logos based on the original, already established Loner product mark.
Solution
The original Blackline GPS name and logo was kept intact, although we revamped the colours (from soft light blue and grey) and then created two sister-logos and a colour palette for the family of identities (yellow, red, blue, and black). From there, branded marketing assets were designed specifically for the corporate brand and its two divisions.
Deliverables
Brand Strategy and Identity
Family of Product Logos
Product Sales Sheets and Brochures
Product Family Catalogue
Website
Trade-show Displays
User Guides
Product Packaging
Product Labels
Magazine/Web Ads
Newsletters
Campaigns
…and much more
I recommend Tara to any organization. She has an excellent understanding of branding and was able to help Blackline extend its brand awareness and profit growth through a complex corporate rebrand that included the scalability and execution of commercializing 13 new product solutions—each requiring a complete suite of logos and various print and digital materials. The quality and sophistication of our communications and brand is what made the difference for the company.
Design Solutions and Outcomes
Case Study
Brand Positioning – Blackline GPS
A wireless location tech company offers tracking solutions for large organizations and government in health and safety, covert surveillance, and loss prevention.
Insights
- 90% Male, 10% Female
- Average age: 47
- Health & Safety industry and
- Loss Diversion industry
- Oil & Gas and Construction
- Leaders and Decision Makers
- Government procurement departments and officers
Actions
- Confident
- Safe
- Action
Outcome
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.
Results
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.