Audience

International Road Dynamics is a global brand with key offices in Saskatoon and Germany.

Purpose

To emphasize the importance of branding in building client trust and differentiating from growing competition.

Client

Donna Bergan, VP of Marketing for Quarterhill; Rish Mahota, CEO of International Road Dynamics.

The Challenge

IRD's legacy branding featured a hand-drawn logo on a grey background and a white logo on black. These assets lacked the visual consistency and forward-looking identity needed to remain competitive in a rapidly evolving industry.

Research and Observations

With over 40 years of industry leadership, IRD recognized the need to refresh its brand identity. The goal was to reflect its heritage while embracing innovation, aligning with current audience expectations, and standing out in a growing field of global competitors.

Development

The refreshed branding embraced a cleaner, more modern aesthetic while preserving elements of IRD's historical identity. This balance of legacy and progress conveyed trustworthiness, technical expertise, and future-readiness.

Positioning the Brand

The brand refresh positioned IRD as not just a transportation systems leader but a forward-thinking force shaping the future of Intelligent Transportation. Visual identity updates were accompanied by strategic messaging to reflect this evolution.

Bringing it to life

The rebrand rollout included a cohesive design system applied across digital platforms, marketing collateral, and client-facing assets. The IRD logo was reimagined to signal innovation and consistency across all brand touchpoints.

Results