Roadtech over the last 25 years had developed into the leading software provider for the transport industry but their brand had become disconnected and out-of-date. We were briefed to create a new identity that would showcase Roadtech as the cutting edge software company and separated it from their competitors.
Roadtech’s unique brand proposition needed to be translated across their brand highlighting that their competitors can’t provide the same level of expertise, infrastructure or software integration. The new brand needed to show their five core products but also be flexibility to work equally and powerfully across a range of on and offline media channels.
The new Roadtech symbol would became the cornerstone of the new identity that included a new approach to all their literature, photography and typography, a distinct ‘ownable’ photographic style and highly recognisable colourways. The five core colours, in particular, became a powerful distinguishing device which was applied across all their marketing literature.
Our aim was to position the brand at the forefront of new thinking and highlight the true benefits of their software products and change perception. We’re pleased to have done exactly that.
