Producing a smart and inspiring brand
As you’d expect from an organisation founded in 1920, IMI has plenty of heritage built up over the years. It was important for the new brand to be informed by this history, without appearing old fashioned or out-of-touch. Therefore, a key challenge for the project was to straddle this fine line between contemporary and classicism. We aimed to create a smart, modern brand, underpinned by the integrity of its heritage.
We worked closely with IMI to develop the brand, from the logo to the visual language including typography, colours, and photography. Alongside this, we developed their written language by defining a stronger, more confident tone of voice, and providing copy for key marketing collateral. Whilst exploring concepts for the IMI branding, we defined five key design principles, otherwise known as the five ‘C’s: constraint, consistency, clarity, credibility and changeability. These informed every single design decision we made for the project.