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blackline safety worker
blackline gps family of logos

Blackline GPS – Rebrand

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.


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 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 division


Brand Strategy and Architecture
Family of Corporate Logos
Family of Product Logos
Identity System
Trade-show Displays
Product Packaging
User Guides
…and much more

website design blackline gps
website design blackline gps
door decal design
folder design

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.

Brendon Cook

Co-founder and Chief Technical Officer, Blackline GPS

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.


  • 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


  • 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.