Control Touch Systems was an engineering firm in Louisville. Their greatest strength as a business was their active, personal sales force, but their branding was outdated and failed to express the energy, optimism, and individuality that distinguished them. With a new owner and a focus on attracting larger clients in the airline baggage handling industry, they required a modern brand that spoke clearly to their target audience.
Some think that branding a B2B services business can be dry, but we embrace the challenge and always bring it back to people, who are never boring!
In order to create an authentic, yet aspirational brand, we researched the market, developed personas, and build a Brand Strategy that eventually led to our Brand Concept:
The Minds Behind Movement
Intellimodus’s emphasis on having the world’s most talented engineers, project managers, and problem-solvers is reflected in the company’s new tagline, “The Minds Behind Movement.” This language speaks to the core belief that at Intellimodus the employees are the greatest asset.
New Name, Brand Identity & Design System
The name “Intellimodus” is essentially a combination of “intelligent motion.” The largest vertical they serve is airport baggage handling systems, which require a heroic level of speed, security, and ability to track everything. The company had an immense reputation in this space, so it was easy for their audience to internalize the new name and positioning.
The new logomark is a stylized arrow that pays homage to the old brand, hiding the two “chevrons” sideways in the arrow.
Once the name and logo were approved, we fleshed out the design system with typography, photography style, color, and illustration. Then it was on to collateral and the website. See more of the work below!
The website, as the hub of the brand and their communication strategy, had to compete on a very high level with other internationally recognized engineering firms. To achieve this, we took an energetic and illustrative approach, adding motion were needed to emphasize their UVPs and brand strategy.