IEM Brand Evolution

A comprehensive look at IEM’s industry, and the shifting expectations of modern B2B brands, revealed a need to “act small to look big." With a strategy emphasizing nimble yet global custom-at-scale solutions, IEM is positioned to appeal to the world’s largest tech and infrastructure organizations. Their visual and verbal balancing act hinges on a purpose-driven messaging platform that unifies their fast-growing employee base to Power What People Build and be partners throughout the process—from idea through energization.

IEM’s role in tech history is a point of pride and credibility. New brand visuals embrace cues from their past, like product badges and electric grids, while taking them in a bold new direction to inspire the next era of innovation. IEM’s signature red color, wordmark, and diamond-steel icons glow up in scale to highlight the drama and impact of IEM’s work, reflecting the heightened scale of their company and capabilities. Comprehensive guidelines capture it all, ensuring the global brand's expression is consistent worldwide.

A newly defined photography approach was key to IEM’s evolution. From micro shots of hardware that highlight precision and quality to macro vistas showcasing real-world applications, photography went beyond product documentation to convey IEM impact at every scale. This imagery was complemented by thoughtfully styled shots of custom builds and scenes of the team at work to tell a full brand story, forming a cohesive system that presented IEM as a driver of innovation and infrastructure.

With a new visual framework and messaging in place, the fresh IEM brand was rolled out across touchpoints, inside and out. Rollout emphasized online and offline contexts where modern brands have the most impact, including social profiles, high-visibility maintenance vehicles, ID badges, core business collateral, and a new case story format and approach, boldly styled to reflect IEM’s impact.

The website pulls together all the elements of IEM’s brand transformation for increasingly digital-savvy decision-makers. A ground-up, search engine-friendly information architecture creates space for verticals, adding content marketing depth, and a consumer-caliber “shopping” experience makes it easy for users to find the solution they need. A robust new Careers section helps build pride and recruit. Key messages around impact, innovation, customization, and multinational scale are expressed in both overt and subtle ways.

Like many B2B brands, IEM began seeing the need for a more modern and integrated marketing megaphone to supplement word-of-mouth brand awareness and lead generation. A marketing strategy covering organic search as well as paid, earned, and owned media identified channels for reaching new IEM customers like never before. A new campaign picks up where the core brand left off, tailoring the message by industry to show how IEM can give today’s fastest-growing verticals The Power to Move Ahead.