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Transforming IRIS Industrial Analytics with a Cohesive Brand Strategy
IRIS Industrial Analytics is a newly launched brand under the well-established Kendall Group umbrella. With decades of experience and a strong reputation in the industrial sector, the Kendall Group is a trusted leader known for reliability and innovation.
IRIS was created to provide Kendall customers with a comprehensive service that goes beyond just offering technology. By handling configuration and implementation, IRIS ensures that each solution is precisely tailored to the unique needs of its clients. This hands-on approach transforms industrial data into actionable insights, delivering real value with minimal effort from the customer.
At its core, IRIS brings a fresh, forward-thinking approach to data and digital transformation while upholding the credibility and legacy of its parent company.
Challenges
As a newly established brand, IRIS faced the challenge of building its identity from the ground up. With no existing brand elements in place, they needed to develop a clear and compelling message, a distinct visual identity, and strong positioning that set them apart from competitors. At the same time, they had to strike a delicate balance—honoring the trusted legacy of the Kendall Group while presenting IRIS as a forward-thinking, cutting-edge solution in the industrial analytics space.
Existing Brand
Our Approach
T&C SOLUTIONS PTE. LTD. was engaged to develop a cohesive brand identity for IRIS that would clearly communicate their value proposition. Our work included:
Brand Book & Identity Development
Establishing a refined visual and verbal brand identity that honored the Kendall Group’s legacy while positioning IRIS as a forward-thinking brand.
Brand Values & Personality
Defining IRIS’s brand ethos, ensuring alignment with their mission while maintaining continuity with the Kendall Group.
Competitor & Target Audience Analysis
Identifying key market differentiators and refining messaging for maximum impact.
Persona Development
Creating four detailed customer personas to tailor messaging and engagement.
Website Design & Development
Building a user-friendly, visually engaging website to reinforce credibility and showcase offerings.
Corporate Video & Solution Flyers
Developing multimedia assets to support sales and marketing efforts.
Stationery & Marketing Collateral
Designing branded materials for a consistent brand presence across all touchpoints.
Stakeholder Insights
To ensure alignment with business objectives, we conducted stakeholder interviews with key IRIS team members, including executives, marketing personnel, and solution consultants. These discussions provided valuable insights into:
- The challenges manufacturers face in adopting digital solutions.
- The need for a low-risk, step-by-step approach to digital transformation.
- The importance of positioning IRIS as a trusted, long-term partner while maintaining ties to the Kendall Group’s reputation.
Strategic Brand Positioning
From our research and analysis, we developed two brand strategy concepts, with “Start Small, Scale Smart” being the selected direction. This strategy emphasized a low-risk, gradual approach to digital transformation, helping IRIS appeal to manufacturers hesitant to adopt new technology. It also reinforced the Kendall Group’s legacy of trust and reliability while highlighting IRIS’s forward-thinking solutions.
The brand messaging positioned IRIS as:
A Strategic Partner
More than just a software provider, IRIS guides manufacturers through digital transformation at a comfortable pace.
Results-Driven
Focused on delivering quick, tangible benefits through manageable pilot projects.
Agile & Scalable
Offering tailored solutions that grow alongside the client’s needs.
Rooted in Legacy, Driven by Innovation
Honoring the Kendall Group’s decades of expertise while embracing a modern, data-driven future.
Visual Identity & Execution
To bring the brand strategy to life, we developed a strong visual identity that reflects IRIS’s data-driven approach while ensuring consistency with the Kendall Group’s established legacy. The key elements included:
Modern, Clean Design
We incorporated sleek design elements that symbolize IRIS’s focus on innovation and analytics.
Vibrant Modern Pink Hue
A bold pink accent in imagery conveys energy, innovation, and forward-thinking solutions, reinforcing IRIS’s position as a cutting-edge leader in industrial analytics.
Website Design
For the website, we prioritized a clean, modern design that makes information easily digestible and accessible. IRIS’s website features a sleek, contemporary look with interactive elements like sliders, carousels, and intuitive navigation, creating a dynamic and engaging user experience that effectively communicates the brand's forward-thinking vision.
Cohesive Color Palette & Typography
The chosen palette and typography maintain brand consistency, with subtle nods to Kendall’s established identity. We used Kendall’s signature green and blue tones but introduced a modern twist with ombre effects, adding depth and a sense of fluidity that reflects the seamless integration of data and technology.
3D Effects & Dynamic Backgrounds
To further enhance the visual narrative, we incorporated 3D effects and dynamic backgrounds. These elements add depth and symbolize the multiple layers involved in digital analytics and transformation. The design concept reflects the idea of unifying fragmented elements into a cohesive picture of the entire operation, illustrating how disparate data points come together to form a comprehensive, actionable insight.
Outcome & Impact
With a fully realized brand identity and strategic positioning, IRIS now has:
A compelling, well-defined brand narrative that differentiates them from competitors while maintaining ties to the Kendall Group.
A strong market presence with a polished website and professional collateral.
A clear and confident messaging framework that resonates with their target audience and communicates reliability, scalability, and innovation.
Looking Ahead
With a cohesive brand foundation in place, IRIS is poised for growth, ready to expand its reach and solidify its position as a leader in industrial analytics. T&C SOLUTIONS PTE. LTD. remains a committed partner, supporting their ongoing marketing and branding initiatives to ensure continued success.
