Ineo had traditionally been structured round three semi-autonomous ‘pillars’, which have been marketed individually based mostly on their extremely specialised capabilities, particular person companies, and targeted product options. The issue the corporate confronted was that this sort of “silo’d” advertising and marketing didn’t showcase the corporate’s complete suite of companies. Bernhardt Fudyma Design Group was requested to create an built-in model technique, reposition and market Ineo as a single supply for its companies, to place the corporate across the “how” and “why” of what it does; and to inform the singular and particular Ineo story that distinctively positions the corporate in its business house.
After a complete aggressive panorama assessment and interviews with inner stakeholders and purchasers, the designers have been capable of determine the business house that Ineo can actually declare — as a data useful resource for the worldwide relocation business — and the emotional house that the corporate may personal — inspiring confidence. The subsequent step was to advocate that Ineo — whose title was not related to of any of their services or products — transfer from a “home of manufacturers” to a “branded home” to create a single-source useful resource to prospects. Then, Bernhardt Fudyma created a graphic illustration of “latitude/longitude” coordinates, every line representing one in every of Ineo’s three core service areas, and positioned the emblem within the middle of the place these companies intersect. Lastly, the core model imagery added aerial pictures of varied cities world wide, with clouds clearing, to symbolize the readability that Ineo brings to their purchasers’ international mobility challenges.
The undertaking additionally included a new responsive web site; a collection of promoting communications and profit sheets that each populate the web site and are used for focused consumer and prospect outreach; utility of the branding to quite a few different advertising and marketing elements together with the design of their annual tax information, press releases and electronic mail e-newsletter templates; a proposed promoting marketing campaign appropriate for a spread of environments from on-line banners to out of doors purposes; and complete branding pointers.