Good Design. Positive Change.
Wheelhouse Collective

GPS Tracking

A brand for a tracking device company that uses a little bit of humor to connect with their customers in a saturated marketplace.

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GPS Tracking tracks with small to midsize businesses.


GPS Tracking was created to cater to the small to mid-sized fleet management market that needed no-frills tracking devices and services. These shops are providing HVAC and plumbing, glass replacement, pest control, lawn care, and other service businesses. GPS Tracking offered them simpler devices that provided greater safety, performance, and flexibility without all of the fluff or bloated costs, and with a touch of humor.

As a new company, GPS Tracking was in need of two very important elements: a brand and name recognition. Wheelhouse was ecstatic to partner with Bonehook again, to collaborate on creating a quirky and fresh, tech-forward brand from the ground up.


We started with one of the most integral components of building any brand, whether it’s new or otherwise: research. After learning about the audiences and market, we got to work creating everything from a brand story, to identity, art directing an animated campaign video, e-commerce website, Bass Fisherman sponsorship truck and boat wrap, a variety of wearables — including a spectacular jersey. Every touchpoint and messaging was thoughtfully considered and executed.


With the adventurous and fun creative, messaging that highlighted the company’s skills, knowledge, and integrity, GPS Tracking stood out from every other device company’s expected brands, giving a clear distinction that GPST is the tracking company for your business.


brand strategy, branding, logo design, identity design, copywriting, art direction, campaign strategy, packaging, social media, web design, web development


Strategy, Creative Direction, Art Direction & Design: Cathy Solarana
Strategy, Creative Direction, Account Service, Marketing, Copywriting: David Burn
Illustration & Animation: Jason Walton
Copywriting & Public Relations: Chris Boyles
Bass Team Photography: Jack Goras