Our client INX Software recently merged with K2fly and soon after was acquired by global Private Equity firm Accel-KKR. We were asked to develop a new brand identity that included brought together the two entities with a new name, new go to market approach and layered visual identity.
The brand needed to be closely aligned with the business strategy post-acquisition to position as a premium, reliable, and trusted brand that was about to embark on an ambitious global expansion. The business also had a roadmap that identified a number of acquisition targets, so the brand strategy needed to include flexibility and clear parameters for evolution while retaining strong strategic alignment and brand cohesion.
Our strategy identified our clients’ solutions could be structured in four fields of focus. These are Health and Safety, Workforce Management, Governance, Risk & Compliance, and Public Disclosure & Reporting. These four sectors ultimately became the source of the new name: Quartex.
The Quartex software is designed for high-risk, asset-intensive industries to improve safety and efficiency. Our research showed that existing users wanted better integration between applications in their suite, with more advanced systems to make running complex sites safer and more efficient. These insights were the source of the tagline for the brand: Run Every Site Right ™. Our client was investing heavily in improving these areas moving forward, and this became key to the strategy.
We wanted to create an identity that visualised the integration of applications with each other and with the people using them. A visual identity that showed better sites, with less problems, in other words, how to Run Every Site Right ™.
I provided art direction and was the lead designer.
