Uniting a global leader under one brand story

As a global leader with over 10,000 employees across 50 countries, IMI’s growth had created a complex brand structure that limited cross-selling across its portfolio. At the same time, its positioning and brand no longer reflected its strengths or future ambitions. IMI needed a transformation to simplify its structure, empower its teams and ignite a fresh cultural and visual identity across the organisation.

Through in-depth research, competitor analysis, interviews and workshops, we developed the ‘One IMI’ approach to unite the company culturally and unlock portfolio selling. We transferred brand equity from 30 diverse sub-brands to a single, cohesive IMI, ensuring a smooth transition for customers and colleagues alike.

IMI’s customer-centric, problem-solving approach became the cornerstone of its new brand story, expressed through the ‘Better World’ logo and a flexible design system that unites its five sectors.

Evolution of the brand included producing a behaviour change campaign, a new employee value proposition (EVP) and values activation. We also used the visual identity to create a revamped Annual Report to present the enhanced positioning and business vision to IMI's investor audience.