Integrated Research was having trouble explaining itself to customers. Its software was powerful, but no one understood what it did. As a result, no one understood what the brand could offer, either. It was complicated. So our brief was to explain the brand’s purpose and benefits in a simple, human way. To communicate its story to the market. And in turn, attract new customers. The answer was simple – Integrated Research needed a new brand identity.

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.

Every day, behind the scenes, complicated IT systems keep the world ticking and nobody notices. Until something goes wrong. That’s where Integrated Research (now IR) comes in. It creates software that proactively spots small problems before they become disasters. Some of the world’s biggest banks, telcos, call centres and enterprises use it to optimise their systems and keep their businesses running at peak performance.