Trackunit IrisX

When everyone rides horses, how do you sell cars? Trackunit faced a similar challenge. The Danish software company had built a powerful operating data platform, IrisX, designed to transform how the construction industry connects, streamlines, and empowers data from the back office to the front lines. A first of its kind in construction, the platform works by gathering real-time telematics, operational, and commercial data to enable businesses to optimize operations and eliminate downtime. But to make an impact and drive business, it needed more than just great tech—it needed a story that resonated. Through five intensive sprints, Trackunit shaped IrisX into a compelling sub-brand, complete with a messaging hierarchy, brand identity, and creative content to bring it to market. The result is a product brand strategically positioned, securing funding from Goldman Sachs and turning skeptics into believers.