The consultancy won a credentials pitch in February and was asked to develop a brand which could communicate the product and be used as both a full identity and isolated icon.
The technology, which was known as Eco Drive, can either be fitted in vans at the production stage, or retrofitted.
Drivers are told when they are driving inefficiently by a light on the dashboard and an audible voice. They are advised when to change gear and the device calculates information including load bearing weight, to determine fuel saving, C02 emissions, and cost savings for fleet managers.
Buddy Creative partner David Jones sought to communicate this with the name Lightfoot, and with an elephant as a brand character – ‘an icon that could show dexterity, balance and the control of heavy goods,’ he says.
The name Lightfoot was chosen over Eco Drive as Jones says, ‘This was too generic and the product is more about cost saving then being environmentally friendly.’