Webfleet Solutions, a Bridgestone company – A fleet product

A new identity starts with a new name

Tom Tom Telematics is the leading digital solutions provider for fleet management. Recently acquired by Bridgestone –a multinational auto and truck parts manufacturer– Tom Tom has entered a whole new era. It’s an exciting time for the company, as well as its flagship product Webfleet, a Software-as-a-Service solution that improves vehicle performance, saves fuel, and increases overall fleet efficiency.

A new beginning required a new company identity, both to reflect its leadership in the market, and to unify all the tools and services Tom Tom Telematics provides to its clients. They needed an identity that would communicate the brand’s strength and integrity, as well as be easily identifiable. We decided to take advantage of the recognition that Webfleet already had, and to simply take it further. This was how Webfleet’s Solutions was born.

We had a big challenge: transform a product brand into a company brand. Luckily, we also had the brand’s undisputable heritage. Its 20 years of experience gave it a reputation we had to emphasize.

So, how do you give a brand a fresh start while retaining and enhancing its heritage?

Recovering the past to propel the future

Webfleet was born with the purpose of connecting. Connecting fleet managers with drivers, data with performance, management with productivity, and traceability with efficiency.

By focusing on this core purpose, we found the opportunity to structure a solid brand narrative. Every insight and data point served as a link to connect Webfleet Solutions to its stakeholders, and to bring life to a new communication system based on mobility.

Webfleet Solutions is a way to connect the dots. In the world of telematics, the dots represent data. When the dots are connected, information and knowledge appears, reflecting graphically the solution that Webfleet provides to its customers.

A tagline that expresses the brand evolution

Let’s drive business. Further.

In the quest to retain the brand’s heritage, we decided to keep the “Let’s drive business” umbrella concept. But by adding a slight twist, we highlighted the transformation the company was undergoing.

Further. A word that marked continuity and progress at the same time; the idea of going further.

With this tagline, we helped Webfleet connect its heritage with its future, its origin with its purpose, its own positioning with Bridgestone’s sponsorship. Out of a flagship product, came a new company identity.