National business, local accent
Irongate provide comprehensive business services to some of the UK’s best known brands, including Thorntons, Cadbury, Eon, Stratstone and Vision Express. With its 40th anniversary approaching, Irongate commissioned m360 to refresh its brand identity and structure.
- Brand identity
- Brand strategy
- Print design
- Social media
A brand with personality
Irongate offer services across six key areas and boast an innovative online supply solution.
We delved deep into their brand architecture, practices and tone-of-voice, to identify what was working and what wasn’t. We then set out a redefined brand strategy that streamlined their services within a clear brand hierarchy.
Following this, we designed a visual identity that brings clarity to the brand and balances their lively, playful personality with professionalism and a nod to their proud heritage.
The foundations for brand unity
As Irongate’s services are so diverse, a one-size-fits-all visual approach wasn’t appropriate; instead we forged an architecture that organises six sub-brands into three categories – Indispensable, Inspired and Intelligent. This allowed for visual diversity while maintaining overall unity.
m360 truly got under the skin of Irongate’s company structure and the result was an extremely well thought-out creative solution for our new brand identity. From the very thorough, all encompassing brand guidelines to the eye-catching collection of collateral, our unique identity has been very well received internally and with our customers.
Marketing Manager, Irongate
Six websites, one seamless experience
We’ve designed and built fully-responsive websites for each of Irongate’s sub-brands, linking style and functionality to their overarching group site and improving overall user experience.
Last but not least is InOne; Irongate’s pioneering web portal for which we’ve created a name, bespoke logo and visual identity. Again this sub-brand has a stylistic affinity with the master brand. InOne is a one-stop-shop for business procurement marketed as ‘procurement made easy’, and several fun promotional items have been produced to convey service benefits in playful and engaging ways.