To communicate such a complex product, the brand needed to tell a much simpler story – starting with its name. We created IR to tell a simple story of optimisation, focusing on what’s important to CTOs: optimising their business for maximum efficiency. We created a visual language of blue and red dots to denote things that are optimal and sub-optimal, using metaphor to turn complex case studies into fun, accessible stories. Using wit, humour and tech references to speak directly to IR’s audience, the new identity is both entertaining and most importantly, easy to understand.

Suddenly everything IR seems simple. Staff are having a much easier time explaining their products and benefits, and customers realise just how much the company can do for them. And it’s showing. Since rebranding in November 2014, license sales have risen by 43%. There’s been a 28% uplift in revenue, and a net profit increase of 67% – a new company record. Website traffic has jumped by 35%, and customer feedback has been overwhelmingly positive. And perhaps most telling of all, revenue attributed to marketing activity has skyrocketed – increasing by an incredible 210%. In short, IR finally has a brand that’s just as optimal as they are.