Lytx, a leader in video driver safety programs used by commercial fleets, came to Traina looking for a solution to their perception problem: “Our brand doesn’t exude our global leadership position in driver safety.” So we set out to reposition the company by building a brand that would garner trust with two distinct audiences: executive-level decision makers charged with fleet safety and the driver-operators of those fleets.
The differentiators for the company were clear and strong, we just needed to put them front and center. So we reimagined the Lytx identity and visual system to reflect the innovation and technology that separated the company from its fragmented competitors. The sophisticated feel and clear messaging announced to fleet managers why they should take notice: Lytx enables insights that lead to safer drivers. To build credibility with drivers, the new brand used only imagery and language that’s authentic to their world and spoke directly to what they care about.
Of course, consistency is key to establishing a new brand identity. To protect the integrity of the work done during the creative development process, Traina planned and executed strategic rollouts internally at Lytx and to the world at large, both with great results. Lytx secured its foothold within the market and acquired a potent new tool to further expand its market share—a compelling brand that spoke to the needs of its audiences. And that’s not all. Private equity firm GTCR took note and infused Lytx with a cash payment of $500 million, allowing Lytx to leave the competition in the dust.