TraQline
Brand Systems
Louisville, Kentucky / 2022
Overview
TraQline is a Louisville-based market intelligence company serving the durable goods industry with data and insights on market share, consumer behavior, pricing, product performance, and competition.
Between Projects partnered with Praxis Partners to help TraQline clarify its brand, reorganize an expanding product portfolio, and develop a stronger platform for growth.
What began as a brand strategy engagement ultimately expanded into product naming, brand architecture, visual identity development, campaign concepting, and a coordinated set of communications across web, email, social, and paid media.
Challenge
A strong product portfolio needed a clearer brand around it.
TraQline had deep credibility in durable-goods market intelligence, but its growing suite of products was not yet communicating as one coherent system.
Awareness was strongest around the company’s established survey product, while newer offerings such as SKU Metrix, Hybrid POS, and Floor Sight had significantly less visibility. The broader challenge was to make TraQline itself the organizing brand and clearly communicate how the individual products worked together.
The company needed a more unified story, one that could speak to manufacturers, retailers, marketers, finance teams, analysts, and executive leadership without losing the specificity of each audience’s business questions.
Brand Discovery
Start with the decisions customers are trying to make.
Working with Praxis Partners, we developed and facilitated a structured brand-discovery process with the TraQline marketing team.
The work moved beyond conventional demographic profiles and focused on the real decisions TraQline’s customers were responsible for making: where to invest, which categories were growing, how competitors were performing, what consumers valued, where market share was shifting, and how to allocate resources with greater confidence.
Those workshops were followed by stakeholder interviews that helped us identify recurring themes across the organization and its audiences.
The central value proposition became clear:
TraQline helps customers plan, measure, and track their businesses, markets, products, and competition through an integrated suite of market intelligence tools and personalized support.
Brand Architecture
Turn a collection of products into one TraQline system.
The strategy established TraQline as the umbrella brand rather than allowing individual products to function as disconnected offerings.
The product suite was organized around four distinct but related tools:
- Durable IQ
- Hybrid POS
- SKU Metrix
- Floor Sight
The work included renaming the company’s established survey product Durable IQ and creating a clearer hierarchy in which every product visibly belonged to TraQline.
Each product received its own visual identifier and color while remaining part of the same brand architecture. The result was a system that could communicate both the breadth of the platform and the specific role of each product.
Concept Development
Innovation. Powered by TraQline.
With the brand architecture established, the work shifted into creative development.
The brief called for TraQline to break out of the visual sameness of the market-insights category and communicate with greater confidence, energy, and distinction. The campaign needed to work across display advertising, paid and organic social, search, PR, web, CRM/email, and event materials.
Multiple creative territories were developed and refined with the client team. The strongest direction centered on a simple idea:
TraQline data powers innovation.
That concept became Innovation. Powered by TraQline. positioning the company’s intelligence not as reporting after the fact, but as fuel for better product development, retail strategy, marketing, and decision-making.
Campaign System
The final campaign translated that positioning into a bold visual system designed to feel more energetic and contemporary than conventional B2B market-research communications.
Campaign assets were developed across the TraQline website, email communications, social graphics, digital advertising, and product-specific marketing.
The SKU Metrix work shown here is one expression of the larger system: a distinct product identity operating inside the TraQline brand while carrying the shared campaign idea and visual language.
Outcome
A clearer brand for a company entering its next stage of growth.
The engagement gave TraQline a unified brand strategy, clearer product architecture, new product naming, a more distinctive visual system, and a campaign platform capable of connecting its expanding suite of market-intelligence products.
The work helped shift the company from communicating individual tools toward presenting TraQline as an integrated market-intelligence platform.
In July 2024, OpenBrand acquired TraQline as part of its expansion in market measurement, citing TraQline’s detailed consumer-durables data and market-analysis capabilities as a significant addition to the combined platform. We like to think our work helped, in no small part, position TraQline as a more coherent, modern, and valuable market-intelligence platform.