Case Study:
INT Rebrand

Revitalizing a Brand: INT’s Branding Overhaul 

INT took on a full rebrand to modernize our visual identity, website, and communication strategy. Our aim? To make sure our brand kept pace with our evolving values and client-first approach. We wanted to strike the right balance between a professional yet playful tone, and the reliability and trustworthiness our clients count on. Ultimately, this rebrand was about strengthening our market presence and unifying our identity across all platforms—gearing us up for future growth and deeper client connections. 

How Do You Rebrand a Company from the Inside Out?

A rebrand or brand refresh is always a complex project, regardless of the client. Generally, when we think of a brand, we think of two things: First, a company’s “voice”, which includes their tone of communication and style of language. Second, a company’s “face”, which includes their name, logo, typography, iconography, color scheme, and other ways the company is represented visually. These are the end result of a rebrand or refresh. To get there, though, it’s necessary to have a deep understanding of the company in question: where they came from, where they’re going, what makes them different than their competitors, and who their ideal customer is. 

You might think that working at a company would make it easier to answer these questions, but that’s rarely the case. Any easy way to think about it is – if you only ever saw the inside of a house, could you easily describe the exterior? You’d know the layout of the rooms and their purpose, but do you know how it looks to a stranger on the street? 

With that in mind, we decided to approach our own brand refresh as if we were one of our clients. We started with the biggest questions: What is INT, and what do they do? 

The Client:

INT Inc. is headquartered in Lincolnshire, IL with a diverse and talented team of professionals located across the country. From technology management to web design and accounting to cybersecurity, their innovative solutions address a variety of business needs for small and medium businesses. Their success comes from listening to their customers’ unique challenges and needs, developing effective strategies, and implementing innovative solutions.  

The Problem:

As INT expanded, it became clear that our existing brand identity no longer fully captured our client-first philosophy and playful, approachable tone. We needed an updated brand that better represented our values and set us apart in a crowded market. Additionally, our website was due for a refresh, as it lacked the modernity and functionality needed for clear, effective communication with clients. Ultimately, our goal was to build a cohesive and engaging brand identity that would resonate with clients while maintaining a professional, dependable image. 

The Challenges:

During our rebrand, we encountered several key challenges that required careful consideration and strategic thinking to navigate effectively: 

  • Maintaining Objectivity: Working “inside the house” made it challenging to step back and view the brand through an impartial lens. This closeness risked blinding us to potential weaknesses in our existing identity and made it harder to make unbiased decisions about what should change and what should stay.  
  • Securing Leadership Buy-In: A rebrand is a significant undertaking that affects every aspect of the business, so we needed strong buy-in from leadership to move forward effectively. This was challenging because, beyond showing the long-term benefits, we had to address any concerns about the disruption a rebrand might cause to existing processes and perceptions. 
  • Identifying and Preserving Brand Equity: We recognized that certain elements of our brand held significant value with our audience. However, distinguishing between what was core to our identity and what was outdated or limiting was complex. The challenge was to evolve our brand in a way that honored our legacy while still making a bold statement about our growth and future direction.

The Solution:

INT’s rebrand was anchored in the development of a comprehensive brand identity guidelines book, alongside a new logo and a complete website refresh. The rebranding process followed several key steps:

  1. Defining INT’s Tone of Voice & Tagline: During the rebrand, we defined our tone of voice and created a new tagline and positioning statement:
    1. Tone of Voice: A blend of professionalism with humor and relatability, ensuring communications felt human and approachable.
    2. Tagline: “Our Purpose is Your Business,” which emphasizes our focus on client partnerships.
    3. Positioning Statement: “Business Solutions You CAN Take for Granted,” which highlights our reliability.
  2. Creating a New Logo: INT’s new logo embodies its values:
    1. Strong Foundation: The vertical pillars of each letter represent the strong foundation of support that we provide our clients.
    2. Holistic Approach: The connecting bar between the two pillars in the “N” symbolizes how we make the connections needed to provide a holistic approach to addressing client needs.
    3. Attention to Detail: Our attention to detail is reflected in the dotted “I” and crossed “T.”
  3. Website Redesign: The website was revamped to ensure better functionality and a modern aesthetic. Key features included:
    1. Improved Navigation: Simplified and streamlined for ease of use.
    2. Brand Consistency: Visual elements from the brand guidelines were incorporated, such as the signature orange dot and halftone patterns.
    3. Modern Visuals: Use of new brand colors like “Eclipse” and “Cloudburst” to create a clean, contemporary look.

    Conclusion:

    INT’s comprehensive rebrand has positioned us for future success by clearly articulating our commitment to client partnerships and excellence. The refreshed brand identity—encompassing a new logo, modernized website, and well-defined tone of voice—sets the stage for our continued expansion in a competitive market. Through thoughtful design and strategic execution, we have strengthened our market position and built a solid foundation for long-term client engagement and growth.