IRD- 40 Year History
Refreshing the brand to reflect its future
Client
Donna Bergan, VP or Marketing for Quarterhill Rish Mahota, CEO of International Road Dynamics
Purpose
Understanding the importance of brand and how it builds trust with clients and distinguishing an organization from its competitors
Audience
International Road Dynamics is a Global Brand with key offices in Saskatoon and Germany
The Challenge
Research and Observations
With over 40 years of industry leadership, International Road Dynamics (IRD) seized the opportunity to reevaluate its brand. By honoring its history and embracing a more visionary and innovative identity, IRD aimed to align with evolving audience connections and better represent its role in shaping the Intelligent Transportation System industry.
IRD realized that there are increasing numbers of competitors and that branding can help differentiation from the competition.
Developing the brand
An immersive brand workshop empowered the company to shape the intangible elements of their brand.
The collaborative process involved IRD throughout, resulting in a new Purpose Vision, Mission, and Values embraced by employees. These foundational statements drove the evolution of the logo and the establishment of a captivating visual identity, encompassing fonts, colours, design elements, and imagery direction.
Rediscovering what was always there
The workshop unveiled the brand's core elements, reigniting employees' appreciation for IRD's distinctiveness and reaffirming its appeal to clients.
Bringing it to life
Given the scale of the brand work and the organization's size, implementing brand elements will occur gradually for manageability and cost-effectiveness. Engaging and exciting the staff about IRD's evolution has been a top priority.
The Results
The brand refresh strategically debuted at the 2022 ITS World Congress Convention in Los Angeles, California. The highly successful launch garnered significant media coverage, including key industry publications. Amplification through LinkedIn and other company social channels further bolstered the impact.
