Strategic direction, naming and new brand development for a high impact technology start-up in Mexico. The project entailed three phases: 1. Analysis of the current structure of the company as well as a thorough benchmark of national and international competitors to identify insights for the new brand development. 2. Strategy Brand platform creation including unique value proposition and messages for their diverse audience. Positioning statement: "We provide technological tools which orient car drivers and build new distribution channels for diverse organisations within the automotive sector. 3. Design The communication strategy was unfolded into stationery, website design, app and credentials presentation.