The project team developed a brand direction, ​​a narrative that inspires visual and verbal identity and weaves together brand elements to create an emotionally resonant concept. With Irwin, connections become relationships. Deepened individually. Strengthened at every level. Arrayed to accelerate success. Irwin brings people together.

One of Irwin’s brand attributes was Focused, which helped inform its positioning summary: “Irwin empowers IR teams to fully focus on and further build strategic value within their companies.” Irwin’s every decision is driven by that emphasis. And the brand’s other attributes, Audacious and Collaborative, speak to its fearlessness in bucking the status quo and working toward a common cause.

erbal identity guides what and how brands communicate to their audience — rooted in brand strategy, embodied through brand voice, and echoed across every messaging touchpoint.

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Irwin’s brand story layers situational messaging and brand voice with the company’s singular focus: “At Irwin, everything we do is designed to eliminate distraction. It’s why we built our platform with the user in mind, so it’s intuitive and friendly. It’s why we eliminate the need for multiple tools. It’s why IR solutions is all we do.”

Irwin's logotype stands as a bold testament to the brand's confidence, leveraging the intrinsic value of its name through a logotype-only approach. Its audacious weight strikes a harmonious balance between approachability and precision, embodying a daring yet meticulous identity. It underscores a commitment to simplicity and strength, cementing the brand's presence in the minds of its audience.

In the primary color palette, we focused on soft-toned blues to help distinguish Irwin in the tech landscape. These blues aren't overly bright or flashy. Instead, they exude a sense of calm and maturity, showing a subtle confidence through

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contrast. The off-white adds crispness to the overall palette.

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Klarheit Kurrent is Irwin’s primary font, ideal for headlines due to its sharp and detailed characteristics that convey precision and accuracy.

To help the Irwin team bring their rebrand to life, we completed a re-skin of their existing site — keeping the same structure but using the new visual elements. In line with our brand strategy, we worked to make their website feel more mature and match their innovative services. A few of the changes included: streamlining the user experience by reducing competing icons and buttons; removing redundant sections; and using cream and grays to break up content without feeling visually overwhelming.

Through our retainer offering, we collaborated with Irwin’s team in the rollout of their new identity. We worked with them to create Zoom assets, business cards, email templates, and booth graphics for the National Investor Relations Institute (NIRI) conference.