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IML

Branding

IML is a leading provider of management services to the infrastructure and renewables markets in the UK and Europe. With the PPP/PFI market shrinking as contracts come to an end and responsibilities revert back to public sector clients, IML is diversifying, offering new services to retain its competitiveness. Our brief was to more accurately portray the company’s position as first among equals, while focusing the spotlight on its key strength: its people.

First, we conducted a comprehensive brand audit, followed by in-depth interviews with a broad cross-section of staff. This allowed us to get under the skin of the organisation and gain a deeper understanding of its culture and what drives its teams. Professionalism, collaboration and partnership emerged as defining principles, and these insights directly informed the next stage of the project: refreshing the IML brand and developing their website.

To communicate the newfound principles, we crafted a distinct wordmark by joining the letterforms to create a unified logo. The rounded serif typeface expresses warmth, character and approachability, reflecting a brand shaped and powered by its people. Working with a rich corporate blue, we introduced bright accent colours to add impact and stand-out. A suite of gradient backgrounds adds depth and intrigue across the brand assets.

IML has long been renowned for its people-first culture, territory no competitor can claim. We captured this defining quality in the strap line, ‘People-powered performance’, a direct, benefit-driven and confident statement, with alliteration aiding memorability.

The refreshed brand identity provided the foundation for the new website. Designed to bring ‘People-powered performance’ to life, the new site places IML’s people front and centre, using a more human tone of voice to communicate the breadth of expertise and readiness for a future beyond PPP/PFI.

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