Reimagining the Imarc brand with a bold new visual identity and voice.

Imarc

Marketing

Imarc has been around since the dawn of the internet. Our knowledge is deep and so are our roots. However, having been in the space for over a quarter century, we felt it was time to re-assert what matters most to us while projecting how we’ve changed to better meet the needs of our clients.

How Imarc partnered

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Staying ahead of client needs and expectations is paramount in the ever-evolving digital landscape. Our agency has a long-standing commitment to delivering exceptional results, and we recognize the necessity of investing in our brand to sustain this standard of excellence. This rebrand signifies our strategic positioning in the marketplace as a seamless extension of our clients' teams. By aligning our goals with theirs, we reinforce our dedication to driving their success, which, in turn, propels our own.

Katie DesmondPartner & CRO, Imarc

The challenge

We began rebranding our agency in 2023. Right from the beginning we had seven distinct goals.

Build a stronger reputation for our creativity, technical chops, and strategic offerings.
Highlight our veteran status.
Showcase that Imarc is a true full-service digital agency.
Position ourselves as a partner for long-term growth by conveying how dependable we are.
Emphasize that our solutions deliver consistent and measurable results.
Remain down-to-earth and true to what makes us fun and approachable.
Champion our employees just as much as our clients.

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We routinely work on building brands for client partners, but by rebranding ourselves we discovered an opportunity to show its power from a first-person perspective.

Karin RioDirector of Strategy, Imarc

The solution

To address our goals, we employed the talents of our Creative, Strategy, and Leadership team members. They conducted stakeholder interviews and went deep into what mattered, allowing us to establish our brand core.

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Purpose
To empower teams to take on bigger things and be better than yesterday.

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Vision
To be the most strategic and proactive partner for dynamic brands.

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Mission
Our mission is to guide brands to success with digital solutions and holistic thinking collaboratively, using grit and respect, every day.

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Values
Think through everything.
Be direct.
Have a point of view.
Live and work ego-free.
Aim to excite.
Ask questions.

Once the core was finalized, we used it to focus our messaging and design work. Some of the key deliverables included the tagline, “Strategically yours,” the letter format on the homepage, and the energized color selections.

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The tagline is the culmination of many concepts. It uses the word ‘strategy,’ which we believe all our team members care about. It signals partnership without being too obvious. It hints at the types of partnerships we want to create with brands. Dynamic ones. Ones like ours. Most importantly though, it creates an impression and sets the tone for the rest of our messaging.

Gillian BarnesContent Strategist

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When we sketched concepts for the new website, we put ourselves in the shoes of our client partners and worked to provide the experience they wanted to have.

Andrew DaleyStrategy & Research Lead

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The visual design follows a letter concept, but infuses it with excitement that only bright colors can evoke. Our brand is kinetic. Our color choices aren't complacent and neither is our company. We care about moving forward and these fresh tones showcase that.

Paul KelleyCreative Director

Alongside the revitalized color palette are new fonts, including one just for signing off as Imarc. This special touch cements our position as a personalized partner in a time when so much of life is impersonal.

The results

Imarc's new brand, a love letter to our team members and clients, was deployed on July 10, 2024. Communicating it to our clients and the larger community has generated lots of smiles.

While we won’t have statistically significant metrics for a while, we do plan to update this case study as soon as we do. After all, our brand is heavily focused on measurable results.

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Imarc has always been about helping clients create valuable digital solutions, and we’ve continued to evolve as marketing and technology landscapes have shifted over time. Completing our own rebrand process was an invigorating experience, and we are very happy with the outcome and clarity the process has brought to our brand and business. I'm excited to lead with this brand, and as a group, we are eager to share the stories and values that will continue to propel our clients forward.

Patrick McPhailPartner & CEO, Imarc

The future

Many hands and minds built this brand and we appreciate them all. Together, we laid the foundation for the next era of our agency. We are proud of this work and know it will strengthen our position and help us grow.

While it isn't common to thank individuals for a branding project, this one was closer to home. Thank you to this list for giving extra, bringing the brand into being, and helping get the elements out in the wild.

To…

Nils Menten, Katie Desmond, Patrick McPhail, Karin Rio, Paul Kelley, Kelly Freitas, Jenny Burke, Adam Wiggin, Maribeth Fitzpatrick, Jeff Turcotte, Gillian Barnes, Kelly Morrison, Carly Acosta, Rachel Lemieux, Frankie Costoya, Linnea Hartsuyker, Ken Reece, Andrew Daley, Lauren Merrow

You helped us show the world who Imarc is. This is your brand. Thank you.