- Invest
- General
- HVAC Solutions
- Service
- Design
Itrons
One hexagon, five brands
This company from Kraków, Poland, designs, installs and services plumbing, HVAC and electrical systems, and also manages entire construction projects. We organised that offer into a system of sub-brands, designed the identity and the website, and later added a fifth brand to the system.
See how the mark works- Goal
- A rebrand and clearer communication for a brand with a wide range of services. The identity had to convey safety and reliability, meaning punctuality and high quality, along with empathy and professionalism.
- Solution
- We split out sub-brands, so each service has a clear scope and its own communication. The brands' colours and typography work together, and parts of the logotype and the gradient serve as a motif in the materials.
- Result
- A modern, business-like and professional image that stands out in the building services industry. The sub-brands' communication is simple and easy for clients to follow.
Workshops
Before the mark, we agreed what the brand should be
In workshops with the client we described the mission, vision, audience and tone of voice. Itrons works with project owners from all over Poland, from smaller jobs to ever larger developments. It should speak formally, concretely and to the point, and towards clients act as an empathetic teacher who wants to become an authority in the industry.
Before the workshops we reviewed four competitors, one from each area of the offer: general contracting of building services, owner's representative services, HVAC servicing and building services design.
Five values that guided the project
- Professionalism A brand that is concrete, quality-driven and knowledgeable.
- Safety Confidence in working together: punctuality, quality and support at every stage.
- Relationships Long-term cooperation, whatever the size of the job.
- Innovation Proven, modern design solutions.
- Ethics Projects run honestly, keeping the client's money safe.
Names
Four services, four sub-brands
One brand covered everything, from designing a system to servicing it years later. We proposed splitting the offer into sub-brands with a clear scope. The moodboards used working names, and the final ones were agreed with the client shortly afterwards.
- Itrons Care Service Warranty and post-warranty servicing of plumbing and HVAC systems
- Itrons Install HVAC Solutions General contracting of HVAC systems
- Itrons Plan Design Electrical and HVAC system design
- Itrons Invest Invest Full preparation and delivery of construction projects
Moodboards
Two directions, one choice and one detail from the other
-
An ethical brand that builds lasting relationships
- Focus on investment and business
- Soft gradients behind photos
- Transparency, with the numbers up front
- Sans serif typography
Chosen direction
-
A solid brand that stresses high quality
- Design and engineering
- A technical logotype
- Focus on typography
- A hexagon framing photos and colour panels
Gave us the hexagon and the cut corners in the letters
The client chose the feel of the first direction but wanted to keep details from the second: the hexagon and the cut corners in the logo's lettering. The result is a mark where an engineer's geometry meets a calm, business-like tone.
Mark system
Three modules that rotate
The Itrons symbol is a hexagon divided by lines running from the centre into three identical modules. Each sub-brand rotates these modules in its own way, so it has its own mark while still clearly belonging to the same company. The logotype stays the same; only the symbol and the descriptor with the name change. In the materials, parts of the symbol work as a background element and as a shape for framing photos, and the sans serif typography is paired with gradients.
The mark in motion
Identity animation: hexagons break into modules and come together as the marks of each sub-brand.
Five shades of blue
From light blue to navy, with a soft gradient in each symbol. Typography: Switzer.
- #9FBCD5 Light bluePantone 644 C
- #65899E Grey bluePantone 7698 U
- #3D779D BluePantone 7705 C
- #0E394D Dark sea bluePantone 3035 C
- #0C2232 NavyPantone 539 C
- #EEF0F3 Light backgroundCMYK 8/4/4/0
The fifth brand
A system that took on a fifth brand without a rebuild
Over time Itrons expanded its offer to include general contracting of construction projects. The new service got a brand of its own: Itrons General.
Nothing had to be reinvented. We chose the rotation of the modules and the meaning of the mark, added the sub-brand to the brand guidelines, and on the website added a General page, rebuilt the slider and put the menu in a new order, the same in the header and on the home page.
Materials
The brand on site, on the van and in the folder
Itrons works mostly in the field, so the identity had to work on a T-shirt, a fence and a van door just as well as on paper. The package included business cards, letterheads, a service report, social media posts, banners, T-shirts and a folder, among other things: everything through which the brand and its sub-brands meet clients. We prepared production files and a short branding manual for contractors.
-
Folder -
Business cards -
Service report -
Construction site board -
Service list on a phone
The itrons.pl website
Every sub-brand has its place
The website opens with a list of brands: pick a service and you go straight to its page. The site had to present not only the company but also the new sub-brands and their specialisms. On top of that come case studies, a news blog and a careers tab the company recruits through. We refined the mobile version separately, built the site on WordPress and filled it with content.
- 5 sub-brand pages
- Case studies and news
- Recruitment through the website
- A refined mobile version
- WordPress with an editing panel
Scale
From workshops to a fifth brand
- 6 marks in one system: the main brand and five sub-brands
- 5 brand values agreed in the strategy workshops
- 4 sub-brand names, from working titles to the ones the client approved
- 2 manuals: full brand guidelines and a short branding manual for contractors
- 13 types of material, from business cards and service reports to van wraps and construction site banners
- 5 sub-brand pages on itrons.pl, designed and built on WordPress
- 2 animations: of the mark and of the website design
- 1 website we continue to look after: updates and backups
A brand that grows with the company
Itrons got a clear division of services, a modern, calm image that stands out in the building services industry, and a system ready for more brands. The proof came later: the fifth sub-brand fitted in without a rebuild.
- Client
- Itrons
- Scope
- Strategy workshops · Branding · Logo · Business materials · Social media · Animation · UI/UX Design · Website · Coding · Content entry
- Technologies
- WordPress · PHP · JavaScript
- Online
- itrons.pl
More projects
-
irtech
Two workshops, a logo with a plus formed from the letters r and t, over 20 templates and one style for product photos, for a distributor of measuring equipment.
-
Porta Drzwi
A design system for an existing logo: a frame taken from the logo, grids, icons, drawings, a catalogue, porta.com.pl, social media and sales materials for a door manufacturer.
-
Itodi
A new made-to-measure furniture brand built from scratch: the name, a logo with a stretched “o”, the design of a shop with a configurator, an instruction leaflet and packaging.
-
Porta PRO
UI/UX design and build of Porta's Architect Zone: doors filtered by specification, BIM files, a knowledge base that reads like a guide, and migrated content.
-
Mily Group
A rebrand for a deer antler supplier: communication strategy, logo, logo guidelines, the milygroup.com website and trade fair materials.
-
Dawtona Group
All of Dawtona's communication beyond the shelf: over 90 projects, from posts and trade fair stands to four websites and animations.
-
Overmax
UX/UI design for the Overmax shop: RC cars in cinematic shots, a carefully worked-out product page, a category menu and a quiz that picks a model for you.
-
Design Optyk
A family-run chain of premium eyewear stores: an identity without gold, in-store materials and a new online shop linked to the stock of six of its seven stores.
-
Fundacja MultiSport
An identity with a design system in Figma, a WCAG-compliant website and a brand hero duo that gets people moving.
-
PetCuisine
We built a brand from scratch for a pet food manufacturer in the Dawtona Group: from the name and tagline, through packaging in 12 flavours and the website, to trade fair stands across Europe.
-
Zippy Tail
We built the Zippy Tail brand from scratch: the name, strategy, labels for eight supplements for dogs and cats, the shipping box and the shop design.
-
Intima Clinic
Six medical brands in one group. Workshops, names, identity, clinic signage, print, animations and the intimaclinic.pl website.
Facing a similar challenge?
Tell us what you want to change. In a first, no-obligation call we will see whether and how we can help.