Case study

IANA

Strategy + Visual Rebrand + Insights

intermodal association of north america (iana)

IANA, a leading trade association representing the combined interests of players in the intermodal freight industry, came to us in need of a full strategic rebrand. A diverse and expansive assortment of stakeholders required us to engage these individuals directly to determine existing perceptions and desired outcomes of the refreshed brand.

SOLUTION

Through a variety of qualitative research methods, we articulated and prioritized the brand differentiators that resonated best with the interests of IANA’s existing and potential members. This informed the entirety of our core messaging, identity and collateral development. We then crafted a strategic implementation plan to launch the new IANA brand in the market through a series of traditional and digital marketing and communications tactics that would best appeal to the audiences that matter.

Rebrand Results

This rebrand came at a pivotal point in the organization’s history as IANA was celebrating its 25th year of operations. Armed with the understanding of how to communicate the tremendous value and benefits that the organization delivers today, the leadership team, internal staff and member volunteers were ready to shepherd the organization into the next quarter century.

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