** Introl Branding
** Introl Branding
TL;DR
Introl's brand exploration aims to position the company as fast, efficient, and trustworthy in the GPU infrastructure deployment space. The new logo design incorporates themes of interconnectedness, cutting-edge technology, and fiber optics, while maintaining the established color palette for brand continuity.
The website design focuses on informing visitors about Introl's solutions and establishing credibility. Key features include a hero section highlighting AI and GPU infrastructure, detailed solution pages, and sections showcasing the company's expertise, leadership, and team.
Overall, the brand and website redesign seek to present Introl as an established, forward-thinking player in the AI infrastructure market, emphasizing their technical capabilities and human resources.
Problem Area
I was tasked with redesigning the Introl.io logo to address legibility issues and lack of meaningful symbolism. As a rising vendor in state-of-the-art data center GPU clusters, they needed a logo that better represented their capabilities and ambitious spirit. The redesign aimed to connect the mark to its core business, project a more established image, and effectively convey the company's values and identity in the competitive IT infrastructure space.
The Goal
Position Introl as fast, efficient, and trustworthy. Overall, let’s make the brand feel more established.
Ads Use Case
We reviewed the brand marks in the context of a display ad to get a feel for how they would represent the company in a real-life situation. The photography was created with Midjourney. The tag line is my expression of who they are as a company.
They “Get Shit Done” and in this case it works as get IT or it done. This can do expression embodies who they are as a company and what their clients are asking them to deliver. The CEO and CFO loved this concept.
New logo mark
They chose my recommendation to be the new brand mark based on it’s symbolism to their work which is to connect GPU clusters together in an array of computational boxes via fiber optic cabling.
The mark mimics this cluster of fiber optic cables if you cross section the cable.
This logo is versatile because the brand mark can stand alone as a recognizable symbol. The logo has high aesthetic value in it’s modernity and tech-forward meaning.
ConclusioN
The refreshed Introl logo and tag line better represent the culture, brand value, and positioning.
The company is fast, efficient, and trustworthy. The new logo embodies these values with a clean and established look.
The tag line represents who they are. When asked to meet impossible deadlines they roll up their sleeves and find a way to get it done, on time and flawlessly.
Inrol is elated with their new logo and asked me to refresh their website with this new branding.
WEbsite redesign
Due to the success of the brand work, Introl asked me to continue to elevate the brand by updating their website.
The current site is bland and conveys a template, sterile feeling.
For speed and maintainability they asked me to recreate the site in Squarespace. This has benefits and many constraints. The new site feels more established, mature, thoughtful, and represents who they are.
The Goal
Inform site visitors about the solutions the company offers, who they are, and position the company as established and trustworthy.
Hero Iterations
During the exploration phase, I iterated on a design for the website's hero section. This process helped me experiment and identify elements that helped meet the design's needs.
In this way, I can rapidly develop a visual language for the website. Here are the iterations during this exploration phase.
Color Exploration
I iterated on the color palette to show the possible look and feel if we adjusted their branding.
Ultimately, after my exploration of the hero sections with their current color palette we determined we could keep their already established branding.
By maintaining their current palette we can better connect the updated logo to who they already are in the market.
Design Elements
After developing their branding, iterating on the hero sections, and trying different things with their content design, I combined the various design elements because they all had meaning for the company and supported our goals for the website refresh.
Note that the imagery was all created in Midjourney using my personalized style reference.
The following slides show examples of the updated website's different sections. We’re still working on copy, but the site will launch soon.
Hero Iterations
The website results showcase Introl as a trusted elite vendor in state-of-the-art GPU infrastructure deployments. We effectively position them as a go-to choice for companies creating frontier AI.
The company's executives are ecstatic with the results. As their company expands quickly, they continue to request additional branding and design support.
They’re fantastic clients to work with because they trust my expertise in branding and design, they’re easy to work with, and they just get it in regards to what I’m offering.
Thanks
The updated Introl.io website will feature design elements that elevate who they are as a company and accomplish the goal of making them feel more established.
Integrating cinematic photography, innovative design elements, and telling their story we can showcase a more mature brand that is ready to tackle anything you throw their way.
This project was a fun branding exploration for an IT company, which can be a challenge to embody who they are while maintaining a high degree of aesthetic appeal.