OnTruck

https://player.vimeo.com/video/321962287?h=cb969775c5&badge=0&autopause=0&player_id=0&app_id=58479

Defining smart trucking

Ontruck is, without question, one of the most powerful startups in the Spanish entrepreneurship landscape. Íñigo Juantegui, the former founder of La Nevera Roja, launched this project three years ago alongside other recurring names from the ecosystem like Javier Escribano (Tourist Eye), Gonzalo Parejo (iContainer), and Samuel Fuentes (Delivery Hero).

Known for how they validated their idea at zero cost with a Telegram channel, the company's growth has been exponential. From barely ten employees in 2016 and trials in a Madrid municipality, the company turns three years old having surpassed 150 people on the team distributed across their offices in Madrid, London, and Paris, operating with a network of more than 2,000 transporters and having raised 36 million euros in investment.

***fila***

***columna***

***columna***

***fila***

We spent about 4 weeks studying OnTruck's context. We held 24 hours of workshops in Madrid and London where we analyzed the company's reality, helped teams reflect on their brand perception, and gathered the raw material to continue working on the new direction.

After in-depth analysis of all the information gathered, we focused our work on identifying what was happening to cause the symptoms OnTruck had detected. The key to the new positioning was shifting from being a startup working in the transport sector to being a transport company operating like a startup.

Thus emerged the concept of "Smart Trucking," OnTruck's distinctive way of competing in the road freight transport sector.

Strategic work cannot fulfill its function properly if it doesn't translate into the concrete, the tangible. It's in verbal and visual identity where a brand takes shape to present itself to its audiences.

The new visual identity is built on a typeface that is bold, solid, and compact, meant to reinforce the idea of efficient, firm, and robust service that OnTruck delivers. The very composition of the logo, which suggests the form of a truck, strengthens the identity with one of its main assets.

In our pursuit of efficiency and solidity, we chose to design a purely typographic brand mark, without a standalone symbol as such, but one that by suggesting an iconic form like a truck could be used as a symbol.

OnTruck's grid is based on the division layout of the European pallet or EPAL system. Euro-pallet divisions are multiples of standard boxes and range from a 2-column, 1-row distribution to 4 columns and 2 rows. OnTruck's grid has the same divisions, but with flexible designs, so the minimum unit will differ in each design. This grid helps us maintain consistency across the entire visual universe of the brand and reinforce the concepts of solidity and efficiency.

With illustrations and iconography rendered in a flat finish, angular geometric forms resolved from the grid, the graphic component of the system is completed, bringing richness and versatility.

Ontruck's new website was rethought from scratch to give prominence to the new value proposition and emphasize the reliability and solidity of the service the brand provides, both to its customers and to the transporters in its network. Its design is built on the grid that structures the visual system of the new identity. This is made possible through the use of cutting-edge web development techniques like CSS Grid Layout.

For the web, the grid adapts to the viewport size. With a default rhythm of 8x8 cells, a minimum and maximum cell size is established for each screen type. Width is easily controlled through percentages. The challenge lies in height. We developed SCSS mixins as well as filters in Django with the aim of working with this grid in the most comfortable and efficient way possible, in line with Ontruck's service.

The brand center we developed for Ontruck is an online hub for documenting, storing, distributing, and building the brand system. A living space that grows at the same pace as the brand itself and enables access to those who will apply it.