IPC Group, an Italian multinational leader in the industrial and professional cleaning sector, stands out for its innovation and adaptability in product design. With a formidable presence in 120 countries and a dedicated workforce of 1,000 employees, IPC Group offers comprehensive services, including pre-sales consultation, financial solutions, and post-sale support.
During a critical phase of corporate restructuring, following the company’s acquisition by an investment fund in 2014, APART was tasked with a major rebranding initiative for IPC Group. The goal was to increase the company’s asset value, preparing it for potential future resale. This transformative process involved a complete revamp of IPC Group’s visual identity, covering the logo, website, and other branding elements.
APART embarked on this journey with a detailed market analysis, both in Italy and globally. The challenge was to navigate IPC Group’s complex corporate structure and diverse product range. APART aimed to bring a fresh, dynamic perspective to an industry often seen as technical and uninspiring.
The new visual identity of IPC Group boldly diverges from traditional industry standards, adopting the vibrancy of a dynamic sports brand. The logo was transformed from a simple lime slice to a symbol of aggression and progress, signifying modernity and appeal. The use of vibrant green alongside deep black reflects the brand’s technological sophistication and professional demeanor. This color scheme was skillfully applied in product photography, emphasizing the machinery’s technological features in an appealing way. The identity is further defined by bold typography, effective copywriting, and an innovative infographic system, essential for demonstrating product performance and underscoring innovation.
The IPC website, designed for a B2B audience, presents the brand’s complex systems and products. With the challenge of catering to 11 countries and featuring a catalogue of over 650 products, APART developed UX and UI solutions that ensure all products are equally highlighted. The introduction of the Find Your Solution tool, a system that recommends product combinations based on user needs, enhances user experience and aids in lead generation.
Additionally, APART created the Telematic app, incorporating IoT technologies for remote machine fleet management. This app allows users to oversee their machines from a distance, focusing on maintenance, illustrated through a comprehensive visual dashboard.
This rebranding effort was pivotal for IPC Group during its corporate restructuring. APART’s well-structured visual guidelines not only facilitated effective marketing governance but also significantly boosted the company’s market valuation. The market’s positive response to IPC Group’s new image influenced competitors’ branding and marketing strategies.
IPC Group’s rebranding demonstrates the power of innovative design and strategic branding in the B2B sector. APART’s involvement marked a significant turning point, establishing IPC Group as a trailblazer and setting new standards in the cleaning industry.
CREDITS
3D: Max Kulich
