BlackBuck

Back in 2015, BlackBuck was founded to revolutionise the way a historically traditional industry, such as trucking, operates. By compacting payments, telematics, the marketplace, and vehicle financing services under a single unified digital platform, they set out to digitally empower truck operators and help them operate their business effectively and efficiently.

To build a stronger community of connected shippers and truckers, BlackBuck wanted to accelerate adoption among fleet owners and truck drivers. To achieve this, they recognised that a comprehensive branding operation was necessary to increase adoption rates, trust, and visibility on the ground.

That is when BlackBuck came to us with a brief to create a scalable branding model with a clear brief: increase awareness, improve recall, and create visibility within the touchpoints frequented by stakeholders.

Mapping the Trucker Ecosystem

While the brief was clear, the task required a comprehensive market research of the entire trucking universe, spanning a significant geographical area. We set out to find touchpoints (areas frequented by people within the industry) of trucking stakeholders and organised them under the following buckets:

• Petrol Pumps
• Transport Nagars
• Highways
• Workshops
• Dhabas
• Hardware Shops

The aforementioned list would act as a foundation upon which our scalable branding model would be built.

While the touchpoints within the same buckets shared certain foundational similarities, we found that every single one was unique and thus required a strategic rollout plan. 

Thus, we created a 3x3 model with IEC (Invite, Engage, Convert) on one axis and MPO (Mandatory, Preferred, Optional) on the other to standardise branding and function as a brand mouthpiece.

We marked elements like the revamped store facade, shutters, stairs, pillars, and 3D backlit signage as mandatory to strengthen the core identity of the brand, secure instant visibility, and unify all the branded touchpoints under a single, consistent identity.

We developed two types of interior branding elements, namely, Traditional (visibility-led) and Utility-driven (function-led), which included things like back walls, display shelves, wall graphics, welcome desks, and environmental elements.

Building a Connected Trucking Community

Helping BlackBuck develop a network of branded touchpoints, we penetrated stakeholder hotspots, boosted visibility, and created awareness organically to create a community connected truckers and shippers.