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The Transformation
Introduction

The Transformation

The most digital company in the least digital industry.

Trackunit

The most digital company
in the least digital industry.

A Danish tech company developing and producing telematics solutions for the construction industry, has had quite a tremendous growth history.

Client

Trackunit APS

Visit company

www.trackunit.com

Introduction

Trackunit, a Danish tech company, developing and producing telematics solutions for the construction industry, has had quite a tremendous growth history. Starting out as a small startup located in Northern Denmark, they grew into the position of no. 1 in machine telematics in less than a decade. Impressive in many ways. Goldman Sachs and GRO Capital were impressed as well – so much in fact, that they acquired Trackunit in July 2015. The acquisition gave rise to some big thinking, but also room for self-reflection. In an analysis made by McKinsey charting the most digitised industries, you have to turn to page 21 of 22 to find the construction industry as the second least digitised industry, just beating the hunting industry by the millimetre.

Suddenly the impressive position as no. 1 in machine telematics can seem – well, not that impressive. But Trackunit decided to see this as an opportunity to make a change in the construction industry. Because although this stark analysis did reveal the lack of digitisation within construction, it also determined the massive potential in digitising the industry where Trackunit could be at the absolute forefront.

Only a few months before Plateau got involved, Trackunit closed the production of hardware in Pandrup, just outside Aalborg. The production was outsourced, and the decision to make a strategic shift into a software focus was now a reality. Over the past year new people had been hired and with a new API coming up and the first couple of products on the drawing board, they were already well on their way.

Trackunit app transformation

Without a transformation of the entire organisation, most digital initiatives end up as short-term fixes that will simply evaporate after a while.

The Transformation

A digital transformation can seem like pure gambling. Obviously, it’s not a game of chance, but it requires some bold decision-making to reinvent yourself to reflect the time we live in.

For this reason, many large incumbents tend to operate at the margins of their business when initiating a digital transformation. While innovation labs and new apps can boost the company’s digital presence, the legacy business often remains untouched.

Without a transformation of the entire organisation, most digital initiatives end up as short-term fixes that will simply evaporate after a while. It is in other words necessary to include the entire organisation for a digital transformation to be successful. To do so, the board of directors need to make some quite extensive decisions: Where to take the business, how to unfold the transformation program, where to position the company, who are the key stakeholders and how to make the employees feel at home in the transformed company.

Plateau was hired as advisors on the transformation and designers of a new identity that was to accompany this transformation and make the transition into software visible for clients as well as employees. Through a design process, Plateau came up with a well-thought identity and a mindset that set the foundation and framework for development of future services.

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Strategy

From big data to right data

Trackunit is determined to bridge the gap between complex telematics and the people using it.

From big data
to right data

Strategy

To break through the competitive landscape, Trackunit would have to redefine telematics by not only collecting but analysing, interpreting and distributing the right data to the right stakeholders at the right time.

Trackunit is determined to bridge the gap between complex telematics and the people using it. They want to challenge the status quo by creating new services that connect the entire ecosystem within construction – from operator to OEM.

To create effective solutions we have to decipher this entire ecosystem. With telematics, Trackunit can detect and collect an incredible amount of data, so much, in fact, that only few can use and understand it. So when Plateau was assigned to support the transformation of Trackunit, the question we asked was; how much is enough?

How much is enough to bridge the gap between the OEM’s, the renters, the service technicians, the operators and their real day-to-day problems?

How much is enough to enlighten the operator to be more considerate in his driving and more efficient in his everyday work?

How much is enough for the technician to have a complete overview of the fleet in question before attending a service or repair?

This served as the framework for the development of future products, but it also served as the foundation for the development of Trackunit’s new identity.

sim card pack trackunit

In the process of understanding the company and their products, it was necessary to unravel all complexity and get to the core of the product and the value it provides to their customers.

As the rebranding of Trackunit was part of a repositioning of the company, it was crucial to get under the skin of the organisation, knowing and understanding the legacy, the culture and the journey they were on.

In the process of understanding the company and their products, it was necessary to unravel all complexity and get to the core of the product and the value it provides to their customers.

Getting rid of several layers of complex wording and technical terms led to a simple tone of voice describing Trackunit’s products and value propositions in a language that everyone could understand.

The collaborative process of de-complexifying Trackunit was first and foremost about creating a new mindset and self-understanding of the company and their products. A mindset that would come to change the perception and hierarchy of the product portfolio as well. The purpose of the rebranding was to get employees and clients on board the new vision and position the company as a visionary in their industry.

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Tone of voice

Acting as curator of complex data

It’s not just what a company does, but rather who is doing it and why they do it that makes it a brand.

White book on black

Acting as curator
of complex data

Tone of voice

A tone of voice embodies and expresses a brand’s personality and set of values and is most of all an expression of the people behind the brand. It’s not just what a company does, but rather who is doing it and why they do it that makes it a brand. When developing a new tone of voice, it is crucial to capture both the legacy of the company but also the aspirations and ambitions for where the company is heading. It has to embrace the employees and their feelings for the company in which they put in a lot of time and energy – but it should also help them put words to what they do.

With the change from hardware focus to software focus, Trackunit needed to change the way they communicate. The transformed Trackunit is no longer about complicated data extractions that only a handful of people can use and understand. Today Trackunit is all about the real people using it and their day to day problems.

The renewed Trackunit operates as curators of highly technical and complicated data to translate it into real usable services. This is why the communication needed to change as well.

Customers tend to favour more naturalistic language in marketing copy. The use of obscure, unknown or very technical terms may alienate a customer who, as a result, will find the communication overly difficult to understand. So to act as curators of complex data, Trackunit needed needed to become; human, flexible, simple and ingenious.

Trackunit magazine spreads

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Visual identity

Putting form and colour on the future of construction

When initiating the development of the new visual identity the most important part has been to simplify.

Putting form and colour
on the future of construction

Visual Identity

When initiating the development of the new visual identity the most important part has been to simplify. With software as Trackunit’s new focal point, they needed a new identity that could set the scene for their new endeavours. The visual identity should end the era of complexity in the industry and put form and colour to the future of construction. But to create a new visual identity, it is essential to build on the company's existing culture and values. It is important to work with respect for employees and customers and the values they attach to Trackunit. But it is also necessary to create a new feeling around the brand.

Asking how much is enough resulted in a light design cutting away all clutter and elevating the core products and value propositions to let them flourish one by one.

To lift each product the logotype had to be simple yet very significant as it should be able to lift the identity of the core brand but also the sub-brands in the form of the new services.

The solution was a monogram holding an add-on area for extended use of the symbol for sub brands. This solution created a consistent hierarchy between core brand and sub-brands.

The simple logotype is accompanied by bright, subtle colours with roots in the legacy to sustain the brand personality. But to reflect the change, the new look and feel had to be simple, bright and concise. The technology behind Trackunit’s products is complex, precise and advanced, but when communicated it should be seamless and refined.

The solution was a monogram holding an add-on area for extended use of the symbol for sub brands. This solution created a consistent hierarchy between core brand and sub-brands

The new typography should reflect the simplicity of logotype, colour scheme and the usability of the new services. It should be clean and legible, so a sans serif was the obvious choice. But to add some personality, the typography should have a little twist. That little something that sets it apart and that is exactly what we found in GT Walsheim. To add another dimension, the Apercu Mono was chosen as secondary typography for smaller texts

Trackunit filmslide from book

Film

To establish the new vision and bring together all stakeholders involved with Trackunit, a film presenting two new services was created. They were created to make a statement of Trackunit’s new position both externally and internally.

The idea behind was to create something, that could bring out a feeling of amazement that would knock over anyone in doubt of the direction this industry has taken.

Trackunit video thumbnail

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Website

A website build for constant transformation

The new website should match the simplicity of the new visual identity and present Trackunit’s new products as simple as they are.

A website build for constant transformation

The mission was to create a light and accessible site with simple navigation through a rigorous tour of the product portfolio.

Deliverables

UX Design, Development

Learn more

Design & Technology

Website

The new website should match the simplicity of the new visual identity and present Trackunit’s new products as simple as they are. The mission was to create a light and accessible site with simple navigation through a rigorous tour of the product portfolio. Besides the platform for support and login, the site should also function as a place where the industry could go to gain new knowledge.

Looking into the usage of the former website led to the fact that 73% of the visitors go straight through the front page to login. Only seven percent took the time to browse around on the site. When the design process of the new website was initiated, the goal was to increase the number of visitors who would browse around the site, as these are either potential prospects or customers who are looking to know more about the products.

The goal was set to 30%, which would be enough to give Trackunit a competitive advantage that follows a great SEO presence. But reaching this goal would require some engaging content and a design that would invite visitors on tour. The design of the website use dynamics as we know them from media and publishing with a dynamic front page assuring that all areas of the website are accessible in one click.

Trackunit website on devices

Layout

The design of the website uses dynamics as we know them from media and publishing with a dynamic front page assuring that all areas of the website are accessible in one click.

Besides the platform for support and log in, the site should also function as a place where the industry could go to gain new knowledge.

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Hierarchy

People don't care about the technology, but the possibilities it enables

Nothing but the name and the communication around it was changed, as the core of the product had always been the same.

Trackunit collage

PEOPLE DON’T CARE ABOUT THE TECHNOLOGY, BUT THE POSSIBILITIES IT ENABLES

This was the argument when boiling down the range of black boxes consisting of nothing less than 19 boxes into a one-box-fits-all concept called Raw.

Hierarchy

People don’t care about technology, but the possibilities it enables. This was the argument when boiling down the range of black boxes consisting of nothing less than 19 boxes into a one-box-fits-all concept called Raw. Nothing but the name and the communication around it was changed, as the core of the product had always been the same. To fit all types of machinery 19 boxes is required, but they are only required to ensure the same outcome no matter what kind, size or colour of a machine. And as the only thing that matters to customers is the outcome, this should be our focus. The only reason Trackunit’s customers have ever cared about the kind of box they needed was that they were given a reason to.

By simplifying the product on a branding level led to stronger positioning and easier understanding of a product that is made incredibly complex across the industry.

Besides the box, the product portfolio included a broad range of beacons, shells, cards, keys and locks which were simply gathered under Accessories. Simplifying the product range and the communication around it left plenty of room to services – an entirely new category of products in this industry.

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Communication

It takes an ecosystem to connect an ecosystem

With Trackunit Services, telematics has been simplified once and for all.

Trackunit device with logo

It takes an ecosystem 
to connect an ecosystem

All Trackunit Services work together to create one seamless experience across departments, levels and locations. It takes an ecosystem to connect an ecosystem, and with Trackunit Services the complete overview has made it easy to locate and solve any problem in the blink of an eye. With Trackunit Services, telematics has been simplified once and for all.

Trackunit Go on Mobile

All Trackunit Services work together to create one seamless experience across departments, levels and locations. It takes an ecosystem to connect an ecosystem, and with Trackunit Services the complete overview has made it easy to locate and solve any problem in the blink of an eye. With Trackunit Services, telematics has been simplified once and for all.

Trackunit Go on Mobile

All Trackunit Services work together to create one seamless experience across departments, levels and locations. It takes an ecosystem to connect an ecosystem, and with Trackunit Services the complete overview has made it easy to locate and solve any problem in the blink of an eye. With Trackunit Services, telematics has been simplified once and for all.

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Summary

Comparing yourself to the frontrunners

It has been essential to build on the existing culture and values and work with big respect for what we come from.

Trackunit CCO Søren Brogaard Jensen

"It has been essential to build on the existing culture and values and work with big respect for what we come from.”

Brand transformation 
in summary

"It has been essential to build on the existing culture and values and work with big respect for what we come from. But it has also been important to put word on the things that are missing, and the things which has to be built on top to create the behavior required to bring the company in the direction we aim for" says CCO at Trackunit, Søren Brogaard and continues:

"It was necessary to sift the organisation and redefine our identity. In cooperation with our partner Plateau, we have undergone a brand transformation which has been incredibly important. Through a strategic approach, we have been able to simplify the structure of our product portfolio and develop a formula that creates the foundation from where our product development can emanate. Our brand has become more than a logo and a tagline. This brand transformation has fundamentally changed our self-understanding. Our brand has become our identity and a mindset that has helped to unify the organisation and move us in the right direction."

Søren Brogaard
CCO at Trackunit

www.trackunit.com/company/soeren-brogaard-jensen/

THERE IS A MAGNIFICENT POTENTIAL IN COMPARING YOURSELF TO THE BEST TECHNOLOGY COMPANIES WHEN INITIATING NEW DIGITAL ENDEAVOURS

Trackunit Company Office

An organisation needs to be agile and think and act like a lean startup to build things quickly, get the product to market and measure on the product

If you want to be global front runner for an entire industry, it's difficult to make a tailored plan one can write down and run after for two years. If you ask Søren Brogaard an organisation needs to be agile and think and act like a lean startup to build things quickly, get the product to market and measure on the product. It helps your organisation adopt both new technologies, services and business models.

"Through a long learning process we have put words and visuals on the Trackunit we aspire to be. With our sharpened profile we can now stand out as a visionary in our industry, and that’s what we can slowly begin to see the fruits of in the form of new products and fresh communication" concludes Søren Brogaard.

When looking towards other industries, what sets the frontrunners apart is that they all tend operate above the market needs. They do not form their products to fit the immediate needs of their customers. But by looking through complexity in any given market, the front runners can locate the root to various pains for various stakeholders and create the right solution to the right problem.

There is a magnificent potential in comparing yourself to the best technology companies when initiating new digital endeavours. Because customers no longer compare your offerings with your direct competitors. The daily interactions with companies like Apple, Amazon and Airbnb has set a new standard. During the past couple of years, consumers expectations for any interaction has surged. People are growing accustomed to having their needs fulfilled whenever, wherever, through one platform and often for free. This is the challenge thousands of companies face. Trackunit decided to take that challenge, and through a close collaboration, we got the chance to reinvent telematics as we know it.

Trackunit predict on wall at stairway

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