Forging Empathy with Technology
Industrie&Co's Rebrand Journey toward Accenture acquisition
In the fast-paced world of technology consulting, one company dared to dream beyond the binary. Industrie&Co, formerly IndustrieIT, had been reshaping the digital landscape since 2007. With 173 brilliant minds spread across Sydney, Melbourne, Hong Kong, and Singapore, this tech eco-system was poised for their next chapter.
THE OPPORTUNITY
With exponential growth came an urgency for change. When DBZ won a tender to help rebrand, they were excited to evolve Industrie&Co's market presence and set them up for future endeavors. The imperative was to differentiate its services in the competitive cloud technology market. Everything was up for reworking, including the name, which needed to leave "IT" in the past.
OUR APPROACH
Team DBZ dove deep into the Industrie&Co psyche. They launched surveys that probed the minds of staff and customers alike and orchestrated workshop sessions that felt like think tanks for the future of human-tech interaction.
What emerged was a clear brand vision "to help create the world's best software-powered businesses."
DBZ's Brand Strategist, Klara Teahan, cast Industrie&Co in the role of The Astronaut – the fearless explorer of digital frontiers. This wasn't just a rebrand; it was a metamorphosis. Industrie&Co would now stride confidently into the unknown, armed with a brand personality that's equal parts adventurous, switched-on, and unshakably confident.
The brand differentiator read like a manifesto for the future: "We forge empathy with technology to create powerful ventures." This positioned Industrie&Co at the nexus of human emotion and technological prowess. Empathy wasn't just a buzzword; it became their secret weapon in the battle for consumer hearts and minds.
THE EXECUTION
Brand Strategy
Through the lens of The Astronaut Archetype – an explorer of uncharted terrain – the brand was designed to encapsulate their venture offering, speaking directly to people who value technological merit alongside human-centric solutions.
An internal communications strategy was developed to reinforce the company's values and culture, ensuring employees felt connected to the revised brand.
Naming
The naming transition from IndustrieIT to Industrie&Co seemed incremental, but the process was vast. Over 100 potential identities were birthed and then culled. The winner honored legacy while catapulting the business into a future where collaboration, innovation, and a venturing spirit '&Co' were woven into the fabric of the brand. The addition of 'Co' became the most important element of the brand identity.
Brand Identity
With DBZ's guidance, Industrie&Co forged their position in the market by positioning as a visionary digital partner in shaping a better future. We created a new brand identity that wasn't just a logo; it was a visual Big Bang. The 'Co' became a shapeshifting marvel, morphing into graphics that showcased the team's superpowers, and stamped their identity on case studies and proposals. Their website transformed to lead with the new venture positioning and thought leadership pieces opening up portals into I&Co perspectives.
“Team DBZ expertly guided us through a self-reflective process to gain clarity in purpose and vision. To this day I remain blown away by the results.”
Con Zeritis — CEO, Industrie&Co
Part of Accenture
THE RESULTS
Industrie&Co didn't just reposition themselves in the market; they redefined it. They became the visionaries, the empaths, and digital world explorers. With DBZ’s help they bridged the gap between silicon and soul, and the universe noticed.