Naming, brand and identity
Interactive dashboard

The challenge

Our cities are becoming increasingly congested. Managing traffic flow to improve the efficiency and livability of our cities is of increasing importance for municipalities, transportation, and logistics agencies. BlueCyber accurately captures live traffic data through a connected grid of sensors, and provides road network intelligence and analyses to leading logistics agencies worldwide.

CLEVER°FRANKE was asked to research, define, and design the core user experience of the product’s interface, and by doing so, create a distinct identity positioning BlueCyber as a unique player in the logistics industry.

Value delivered

Enabling logistics agencies, traffic engineers, traffic controllers, and city planners to interact with big data and create live analyses. The new dashboard, and its novel features such as ‘live maps’, have given BlueCyber a differentiating advantage within the industry.

A series of interviews with traffic engineers, traffic controllers, and city planners, gave us a better understanding of their day-to-date activities, needs, pain points, and opportunities for future improvements.

Analyzing the existing BlueCyber product suite, as well as the competitor offering, we detected many points to improve upon, and opportunities to design an exceptional, holistic experience.

At the launch of the product, we defined the features that were of the utmost importance to its users. Based on our research these were: a map-driven, real-time experience, a high-powered, historical analysis function, and an easy-to-use setup for swift access.

This focus produced a unique product with distinct elements, differentiating it from its competitors, allowing it to outpace them.

The building blocks of the identity are inspired by the rectangular shape of the BlueCyber sensor box, and the attached antenna. Likewise, the chosen brand font reflects the identity through its characteristic corners. Being founded on Bluetooth technology, blue was the logical choice for the brand color, not to mention a very distinct one in the traffic analytics sector.


The brackets hold endless possibilities to extend the visual identity on multiple applications and purposes.

The interface provides the user with the most important status information in an interactive tool that provides real-time, contextual, relevant insights. Key elements like sensors, roads, and segments proactively provide their status through color, animation, and alerts. Relevant overview metrics and statistics provide the user with a constantly updated overview of what is happening.

Intuitive navigation through both map elements and data panels allows the user to always drill down to find more information. From the live map, the user can easily drill down to the detail page for a road segment or route. These pages allow the user to compare segments and historical data with detailed graphs and metrics.


With the new dashboard and its novel features such as ‘live maps’, BlueCyber has been given the competitive differentiator for the industry. Traffic controllers around the world are empowered in a way that has not been seen before.

Mike Johnson / Product Manager BlueCyber

Photo of Thomas Clever

Get in touch

If you’d like to learn more about how we can add value to your business, contact Thomas Clever. 6 19 55 29 81

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