Project Overview
Chain IQ was founded in the aftermath of the financial crisis with increasing regulations and decreasing margins meaning that cost reduction was fast becoming a strategic objective for global CEOs.
The purpose was to create a leading procurement service provider with the ambition to reduce indirect spend and generate significant value from consortia deals.
The business’ mantra had to sit at the heart of the brand positioning and visual identity – What’s non-core for you is core for us.
Developing a Brand Identity
Lava designed an identity that would reflect Chain IQ’s ability to decipher complexity within their clients processes, depicting their investigative and strategic strength in uncovering value.
We incorporated structured, stylish designs that cleverly highlighted the valuable detail found when looking deeper.
This is also inline with Chain IQ’s strong logo design, when considering that the smaller ‘I’ in ‘chain’ is sat within the larger ‘I’ of ‘IQ’.
Proposition Development
For many CEOs, indirect spend often flies under the radar – “It is what it is”. Yes, it may seem less visionary, less glamorous than typical growth strategies, but prod a little harder, dig a little deeper, think a little smarter and you may be surprised what opportunity lies beneath.
Ultimately, Chain IQ are ’focus experts’. They’re client focussed, results focussed and claim a unique focussed lens that looks deeper into a companies corporate spend, finding value where others don’t.
This lens is built through advanced technologies, industry insight and experienced corporate knowledge. It allows them to hone-in on details far beneath the surface. Then, through their unique and independent pooling capabilities, they focus this combined power, created through individual client’s needs, to create immense savings.
Featured Imagery
As part of the overall re-brand we upgraded their photo asset library to bring more impact to their marketing collateral.
Cross Channel Roll-Out
As a global company, the brand needed to work across all their markets. To build consistency across all their marketing activities we leveraged the ‘I’ across social, DOOH and offline, making the brand immediately more recognisable.
Elevating Brand Photography
The world of B2B is littered with vague stock photography that does little to support the servicing offering of a business. This was no different for Chain IQ. As part of the re-brand, we create a bank of hard-hitting photos to support cross-channel marketing roll-out.
Website Strategy
One of Chain IQ’s biggest challenges was simplifying their message to amplify the impact it had with C-Level decision makers. Through a series of workshops, we were able to condense complex products and service messaging into a series of hard hitting go-to-market value propositions.
As well as messaging, we restructured their site around use-cases and industries to help overall relevance and conversion.
Web Design & Development
Ultimately less was more when it came to re-designing the Chain IQ website. Targeting a time poor C-Level audience we need to make sure that we leveraged above the fold components to land our core propositions while encouraging further exploration of the site.
