CUWB launch

Written By David Arthur

Branding and Launching an Industrial Location-Tracking Product

The Challenge

I was brought in on the initial plans for CUWB, an industrial-use location tracker built on ultra-wideband radio frequency technology, designed to track assets with a high degree of accuracy. The company had a nearly finished product and a name — but little else. There was no brand, no message, and an existing website that needed to be scrapped entirely. The team had deep technical expertise building and implementing the system, but their sales experience was limited to custom engineering clients, not a broader commercial launch. I was tasked with building the brand and product positioning needed for an industrial-scale go-to-market.

The Approach

This was a ground-up branding and launch effort, covering:

  • Branding and logo

  • Website

  • Product messaging

  • E-commerce shop

  • Visuals and images

  • Digital advertising

  • Go-to-market strategy

  • Sales

  • Customer experience / service

The Solution

With the go-to-market plan in place and executed, the product moved from concept to reality. I was soon taking orders and scheduling sales meetings as CUWB units shipped to customers around the world.

David Arthur
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