Ontrack
Branding Design
Clarify the brand story and define the brand strategy.
â—· Jan 2020
âš‘ Construction Industry
| Brand Strategy | Workshops |
Background
New milestone & new branding
Ontrack used to be an in-house software department in Stanmore Quality Surfacing Ltd. The first product was launched in 2012. It provided an awesome solution to SQS Ltd in construction works management.
In 2020, there was a new milestone for Ontrack. Ontrack officially became an independent software company and aim to support more construction companies in works management. I was working as a designer in Ontrack and planned a workshop with a branding consultant to define the new branding for Ontrack, in addition, to amplifying our influence.
What's Ontrack?
Ontrack is a works management system that provides companies in the construction, street works and utility industries with significant benefits in the visibility, control and delivery of projects and jobs. The solution provides contractors, clients and partners with a tool that, in addition to planning and managing works, takes, stores and reports photographic evidence and data covering every stage of a construction project or street work job.
Working as a Graphic Designer in this project
Development
Brand Story
Logo
Graphics
Responsibilities
Workshop-
Facilitation
Branding Design
Graphic Design
Working With
Ontrack
Branding- Consultant
Tools
Adobe Photoshop
Adobe Illustrator
Adobe After Effect
Branding Workshop
01 Preparation
I was planning this workshop with a branding consultant. We set the expectations of this workshop and prepared a large collection which included images, vision and purpose from other companies to hang on the wall.
02 Vote stories from other companies
In the beginning ​of the workshop, I introduced some brand stories to all participants. Then give them a chance to vote stories which they considered that were relative to Ontrack.
We had a brainstorming session to work out more wording and sentences.
03 Brainstorm the story of Ontrack
Ideas for vision
Ideas for purpose
04 Outcome
After going through round after round of discussion, each time we learned slightly more about what the brand of Ontrack is supposed to be. The last step was to narrow our ideas and define the story.
Logo Design
After the workshpop, I moved on to the logo design followed by other graphic designs.
The main concept of the logo was mainly from our Vision. The green path was from the shape of 'on'. It refers to the workflow which we would like to 'keep on track'.
Logo Animation Design
Version 1. Track the workflow (green path)
Version 2. Keep tracking (green spin)
Graphic Design for Brochure
Graphic Design for Office Wall
What I Learned
Work as a designer, leading a branding workshop is more than clarifying and understanding the brand story. It is also a productive method for working out the correct brand image and defining the brand guideline.