Intonation is an award-winning language provider with a global client base, specialist technical expertise and a long-standing reputation. The company needed to refresh its brand identity and clearly communicate its services and capabilities in an era of machine translations, digital formats and online delivery. It was also important to convey Intonation’s ‘personal client partnership’ approach.
ICG carried out competitor research to help find ways of delivering ‘stand out’ and to understand what businesses and organisations needed from their language partners.
For many clients, a new brand is an evolution or revolution. For Intonation, it was a case of evolution - but just as exciting as revolution.
ICG’s designers retained the existing colour palette and modernised the speech bubble logo. We introduced a new Google safe font and graphical elements to deliver pace, segment information and highlight USPs. The new illustrations create personality, warmth and reassurance, and steer clear of the stock imagery that saturates this sector, creating an immediate point of difference.
The new brand was rolled out across a new website, a showreel, digital download and social media assets.
We created a website design that puts user-actions at the heart of the experience. Icons were used to signpost and help people understand the processes to bring language projects to completion.
We produced written content, taking special care to understand Intonation’s unique narrative while providing best advice on effective and clear messaging.
Live chat was introduced to strengthen the sense of Intonation really wanting to engage with its audiences in real time alongside a ‘quick quote’ functionality with the reassurance that responses would be answered within the hour.
To drive traffic to the digital channels, an optimised SEO strategy was introduced to ensure the website would be found through organic searches, complemented by a PPC strategy to target audiences in key sectors.