In 2012, a strategic review identified that Ibec’s reputation as Ireland’s most respected business organization was under threat. Ibec approached Image Now to develop a new brand identity, brand strategy and possibly name to reflect its new company vision:
‘Our vision is to be the most influential, dynamic, business representative organization in Ireland, driving our business agenda in Europe.’
Image Now were also responsible for the rollout of the new brand across all customer touch points and developed an advertising campaign to reposition the brand in September 2014, Image Now’s creative response aligned a large, cross-disciplinary client team behind one solution. The dynamic design created by Image Now for the Ibec logo, a spiral motif (or phyllotaxis), hints at Ibec’s member-centric ethos and commitment to bringing people together - colleagues, members, sectors, employers and employees. The final naming solution saw Ibec become one word, rather than an acronym (IBEC). This seemingly small change marked the end of the old Irish Business and Employers Federation (IBEC) and the birth of a new brand. Image Now also developed the tagline, ‘For Irish Business’, to reflect Ibec’s passion to do everything it can for its members individually and for Irish business as a whole.
A bold but businesslike design system and fresh, straight-talking tone of voice liberated the organisation’s authentic personality and style. To reflect the distinct interests of all its members, Ibec has over 60 business associations and each association is supported by a professional team of industry experts. A key part of the design challenge was to align these sectors within the organisation’s brand architecture and to devise a branding solution to accommodate this. Image Now recommended that an endorsed brand architecture be adopted and refined the sector brand identity’s accordingly.
The new identity was launched to an audience of almost 700 business leaders in September 2013 at the President’s Dinner in the Burlington Hotel, Dublin. A key aspect of the launch event collateral was the development of a video, which would introduce the new identity for the first time. The enthusiastic cheering indicated that it was well received. The on-screen suitability of the logo came to the fore in Image Now’s creative solution, as the phyllotaxis was brought to life in an inspiring and dynamic way.
Commenting on the process and outputs, Majella Fitzpatrick of Ibec said:
‘Undertaking a rebrand project like this can be fraught. But Image Now approached the challenge enthusiastically and sensitively, and gave the team at Ibec great confidence in our collective ability to find and implement the best solution. We were completely engaged throughout the process and are extremely satisfied with the results – it has unlocked a renewed energy and belief in our brand.’