This identity management firm's amazing growth outpaced their own brand identity. It was time for it to catch up.
SOLUTIONS PROVIDED
Brand Strategy, Brand Positioning, Visioning, Value-Proposition, Key Messaging, Logo, Visual Identity, Visual Style
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.
OUTCOMES
updated company vision, mission and values
updated voice and key messaging
new logo and visual identity system
brand guidelines
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.
As compared to the previous logo, it is far more balanced and applicable while representing both, the human and technical aspects of the business.
The visual direction and colours provide a much broader range of application for the company's marketing and communications activities.
