POSITIONING | GROWTH STRATEGY | BRANDING | PACKAGE DESIGN | TRADE SHOW MARKETING
A Leading Identity for
an Identity Leader
This identity management firm's amazing growth outpaced their own brand identity. It was time for it to catch up.

Projects - IDMWorks
CLIENT PROFILE
IDMWORKS is an identity and access management firm that helps its clients accelerate digital transformation, improve customer experience and create operational resilience.
CHALLENGE
Their previous brand identity no longer represented who they are and how they're positioned. We needed to create an identity that no only outshines competitors, but plays well with industry partners.
SOLUTION
We developed an integrated campaign that takes the user through an assessment quiz, which once completed provides a score based on the maturity level of their PAM practice in their organization. Additionally, a customized report is sent to the respondent which is packed with best practices on how they can respond to the security threats they may be facing (based on their maturity score). Ultimately the report contains information on our client's cybersecurity practice and a call-to-action to reach out for their suppor
THE TEAM

Neel

Brady

Julien

Mark
PROJECT OUTCOMES
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updated company vision, mission and values
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updated voice and key messaging
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new logo and visual identity system
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brand guidelines
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employer branding - annual sales event
BRAND PRIMER
To gather insights from IDMWORKS' leadership, we adapted our Brand Primer workshop into an interactive survey to account for the company's remote nature. The inputs from this survey showed us where the team was aligned (and mis-aligned) in terms of how they perceive their brand, and where they want to take it.
VISION & VALUES
Through workshopping sessions, we audited the company's existing purpose, vision and values and defined an updated and more relevant version of these. The new vision and values were then presented alongside a strategic mandate during the CEO's keynote at the company's annual sales summit.
COMPETITIVE BRAND INTELLIGENCE
We conducted a deep dive study of the client's competitive set, de-constructing their brand identities, messaging, content and marketing channels.
POSITIONING
Organizing all of the info from market research, Brand Primer, Brand Intelligence and executive input, we synthesized these findings into a design direction for the visual identity.

LOGO
Leveraging design attributes of Kinetic, Secure, Mesh and Depth, we crafted a logo that not only differentiates IDMWORKS, but speaks to the depth and breadth of their business.




The visual direction and colours provide a much broader range of application for the company's marketing and communications activities.




