Itrex. Redefining IT for 2020s

Dozens of enriching hours of meetings, 7 rounds of deep interviews with employees at all levels, SWOT, EVP, and other analytical models later, we identified the key points that required improvement. The biggest of which was an obvious gap between the internal passion, professionalism and experience of the team and its outer communication, which frankly looked slightly…prehistoric. In addition, with our support, both teams figured out which in-house processes required structuring and simplification. After all, it became clear ITREX gradually needed to synchronize its inner awesomeness with its outer perception.

Researching the market space to map out all possible blackholes/voids

The quest for the right tone for communication was made in two different ways. We had to find equally efficient means of presenting the company to potential international clients while creating a unifying visual language for solidifying internal dynamics and recruiting new talent.

Common ground was found in boldness, ambition and hunger for more. We developed two sets of materials with different graphics and messages based on the following distinction. One of them was aimed at clients who are 'Hungry for Impact', while the other targeted potential employees and in-house professionals, who are relentlessly 'Hungry for clean Code'.Any moment ITREX feels hungry for a piece of communication, this creative template can be easily used. Such a strategy allows communication to be perpetually changing for various channels and needs.

Our moment of truth is when a brand receives its distinctive voice

After much contemplation, we decided that T-Rex – the beloved symbol of the company must remain, obviously after some serious makeovers. We realized this charismatic dinosaur can give the company its own roaring voice among competitors as well as provide the HR team with a fun tool to engage with existing and potential employees.

Needless to say, we looked for a dynamic yet solid visual style. In our tight-knit, enthusiastic partnership with ITREX, we went through several iterations and selected a business identity that reflects brand character better than anyone could imagine. A final minimalistic dinosaur symbol added a drop of cuteness to the otherwise daring design. The pattern resembles dinosaur's teeth, which sends the message about the company's sharp and confident outlook. Combined with charged colors and edgy typography, the meaning is clear - ITREX strives for leadership, innovation and digital superiority.

Giving character to a visually consistent communication style

The very moment the rebranding was launched at a Christmas party, a wind of change swept up everyone's imagination. We looked around and saw an upbeat, aspirational team, whose values and beliefs were fully incorporated into our accomplished work. And, even then, it was not the end, as we followed every step of strategy and identity implementation, curated the ITREX site relaunch, supported it with a reliable user guide that included every conceivable instrument for mac & pc platforms and entertained everyone with a collection of exclusive merchandise.
Long live, ITREX! We certainly helped each other evolve.

Boosting moods and providing tools for unstoppable growth