Cordel is a global leader in AI-powered rail infrastructure technology, headquartered in London, with proud roots in Newcastle. Ahead of launching a new product in their growing asset intelligence suite, they engaged OOTS to help translate innovation into a clear, compelling market presence.
The Challenge
The product automates the detection of changes in rail-side assets, supporting compliance with Positive Train Control (PTC) regulations for Class 1 railroads in the US. Purpose-built to modernise compliance and infrastructure workflows, it offers huge potential and required a consistent narrative that could resonate across technical and investor audiences alike.
Cordel needed to arm its teams with a strategic go-to-market story that could speak to stakeholders across the board, reassuring investors, aligning internal teams, and inspiring future customers. All while keeping the message focused, credible, and true to the product’s industry-shaping promise.
Our Approach
We began by developing a brand positioning framework that clearly defined the product’s core value proposition, making it easier to communicate across technical, commercial and investor audiences. This included a strategic product hook and messaging foundations that brought consistency, clarity and confidence to Cordel’s go-to-market narrative.
To bring the solution to life, we created a 2.5-minute product launch video designed to engage existing investors and serve as a compelling sales tool for prospective customers. The video highlighted the risks and inefficiencies of manual asset tracking, before introducing Cordel’s AI-powered detection workflow in a clear, intuitive way. The narrative then demonstrated how the tool integrates seamlessly with Cordel Connect, embedding into existing rail operator systems with minimal disruption.
In the absence of live product footage, we used a crafted blend of UI mock-ups, motion graphics, and metaphor-driven stock imagery. This approach allowed us to demonstrate how the platform functions, visualise complex workflows, and connect the technical story to broader business value, all in a way that felt credible, engaging, and easy to follow.
Throughout, we collaborated closely with Cordel’s internal product and engineering teams to ensure technical accuracy without sacrificing clarity or impact.
The Result
Cordel entered the market with a strong, unified product story, backed by clear messaging and a high-quality explainer video that could scale across sales, marketing, and investor channels. With ~90% of the audit workflow now automated and compliance cycles reduced from months to just four weeks, the launch positioned Cordel as a trusted innovation leader in the rail space.
Our work helped bring Cordel’s brand platform, From Complexity to Control, to life in a way that felt technically robust, strategically sound, and ready for rollout.
