SaaS · Logistics · 2026

Lodestar

Every load, every yard, one live map.

  • Software architecture
  • Product design
  • Data visualization

The concept

Lodestar is a freight-visibility platform for mid-size carriers and 3PLs drowning in phone calls and yard checks. It unifies telematics, dock schedules and driver ETAs into one live operations map, then automates the exception work — a late load texts the customer and re-slots the dock before dispatch even notices. Revenue: per-truck SaaS plus a premium exceptions-automation tier.

Who it’s for

Operations managers at regional carriers and third-party logistics firms (20–500 trucks).

94%
On-time target model
-80%
Check calls designed out
€8k+/wk
Detention avoided at scale

Brand direction

RuggedLegibleAlways-onNo-nonsense

Night-shift industrial. Graphite panels lit by one sodium-amber accent, a condensed athletic display face, and tabular data everywhere. It looks like the yard at 3 a.m.: dark, high-contrast, every signal earning its glow. Uppercase headings read like shipping stencils.

Visual identity

Asphalt

#0e0f10

Canvas

Sodium Amber

#f5a623

Accent

Fog

#f0ede8

Type

Rust

#d97a1a

Alert

Display type

Lodestar

Khand — condensed, stencil-adjacent, industrial

Text + system

General Sans — dense tables stay readable

ETAs and load IDs use tabular figures; amber is reserved strictly for exceptions and 'now'.

Voice

Dispatch radio: terse, exact, unflappable. Says the ETA, not the excuse.

REF · Industrial-cinematic ops software — graphite + amber, dense data with breathing room, Ramp × Watershed.

Homepage & product interface

Screen 01 · Live ops board
Live ops board. The whole network on one screen — loads, yards and ETAs — with exceptions pushed to the top, already actioned.

Automation flow

Screen 02 · Exception automation
Exception automation. The rule that saves the ops team's afternoon: a late load notifies the customer and re-books the dock automatically.

Marketing angle

Attack the phone: the average dispatcher makes 80 'where's my truck' calls a day. Lodestar's pitch is a quieter office and fewer detention invoices.

The campaign

"Kill the Check Call" — an ROI-led B2B campaign anchored on a detention-cost calculator: paste your fleet size and lanes, see the money lost to check calls and detention, then watch it drop in a live demo. Distributed through logistics trade media and LinkedIn.

Logistics trade publicationsLinkedIn (ops leaders)Detention-cost calculator lead magnetTelematics partner co-marketing

Headline directions

“80 check calls a day is a software problem.”

“Your detention invoices are a dashboard you don't have yet.”

“See the whole network. Sleep through the night shift.”

What Limited Labs built

  • 01Platform architecture unifying telematics, dock and ETA data
  • 02Live operations board with exception-first information design
  • 03Exceptions-automation engine with human escalation gates
  • 04Detention-cost ROI calculator as lead-gen tool
  • 05Industrial brand system and 'Kill the Check Call' campaign

Service demonstrated

Software

Software & data products — turning a chaotic real-world operation into a single legible interface, with automation removing the busywork underneath it.

Explore this service

Work 07 of 25

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