Ironside | Minding Your Business
SCOPE
The company had rapidly evolved, and the current brand messaging was dated and no longer relevant.
BRAND STRATEGY
In collaboration with Branding Business, we built the Ironside brand to help move the perception of the company from a Business Intelligence/IT/Cognos “vendor” to a Business Analytics/IT/IBM consultancy. This was achieved over time by the implementation of a set of largely message-based tactics. The strategy included creating a business analytics brand positioning, adding consulting to their name, creating a brand line with a business analytics focus and better communicating the benefits of their strong relationship with IBM.
STRATEGY
- Brand Positioning
- Corporate Narrative & Messaging
- Tagline
- Brand Architecture System
- Brand Equity Research
DESIGN
- Logos & Visual Systems
- Brand Standards & Guidelines
- Brand-based Marketing Systems
- Image Library
- Brand Voice
- Content Strategy
- User Experience
- Website Design
Activation
- Employee Engagement
- Sales Engagement
- Digital & Website Maintenance
- Signage
The core graphic for the brand expression is an abstract water pattern shot from a trolling boat by photographer Jody Dole. While the image is a nod to the company’s namesake the pattern also represents the flow of information.
From the shape of the Ironside symbol we developed a graphic system based on a ships wake. This united approach tied everything together from business cards to power point to digital interfaces.
We worked with photographer Bill Gallery to build an image library from his vast stock collection. His fly-on-the-wall approach shows a thoughtful, intelligent organization in an intimate engaging manner.
As an IBM consultancy, we knew the Ironside brand needed to be digital first, so we created all of the parts with this in mind. All typefaces, graphics, animations etc look the same on an iPhone as they do in a PPT presentation on a PC.
Challenge
The company had rapidly evolved, and the current brand messaging was dated and no longer relevant. In order to sustain the high rate of growth, the Ironside Group needed a refreshed value proposition and brand story – one that appeals to new clients and markets.
In addition to selling directly to customers, the Ironside Group benefits from relationships within IBM who offer introductions to significant projects. As one of IBM’s largest partners in its region, the Ironside Group needed to build an even stronger brand perception with the internal audience at IBM.
Strategy
In collaboration with Branding Business, we built the Ironside brand to help move the perception of the company from a Business Intelligence/IT/Cognos “vendor” to a Business Analytics/IT/IBM consultancy. This was achieved over time by the implementation of a set of—largely message-based—tactics. The strategy included creating a business analytics brand positioning, adding consulting to their name, creating a brand line with a business analytics focus and better communicating the benefits of its strong relationship with IBM.
With an updated brand strategy, we provided the Ironside Group with a system to maintain consistent communication of the brand promise across all target audiences, reinforcing existing relationships while capitalizing on new opportunities with prospective clients and additional geographic markets.
With a brand taken from the nickname of the famous frigate ship the USS Constitution, we had a strong history to build upon. The challenge was to turn it into the story of a modern, hight tech analytics company. The brand concept was inspired by the idea of consulting or guiding and directing. When this idea was filtered through the lens of the company’s namesake, we arrived at the idea of a ship’s rudder. Upon this concept we grew a brand. The mark itself is the most literal representation of the idea, but the theme of water flow or a ship’s wake is the core of the brand expression.
Outcome
By using the company’s history as our bedrock, we built a brand that could only represent Ironside Consulting Group. This made the transition to the new brand seamless and natural for employees. We empowered its sales team with a cohesive story that it could truly own and felt comfortable communicating. Our strategic moves provided it with a story that truly represented the organization’s strengths and demonstrated the value the company provides in a form that business professionals could understand. In the end, we created a brand that truly represents their company, while being one it can grow into.
