The brand consultancy has carried out a 360º branding project for the consulting and technology multinational, which is responding to the challenges that digital transformation poses to companies and institutions.
In the creation of Minsait, Interbrand Madrid delivered on its integrated offer, which includes insight, strategy, experience, and brand activation.
March 28, 2016 – Minsait, the new brand created by Interbrand for Indra’s new business unit, responds to the challenges posed by digital transformation.
Minsait’s strategy is to differentiate itself from main competitors, drawing on Indra’s leadership in the marketplace and driven by a new and differentiated commercial focus. This is combined with the core purpose of driving the reinvention of clients’ businesses in a disruptive manner, as they move forward from a mainly physical environment to one in which digital comes first.
Interbrand developed the brand strategy and was responsible for the naming for of the new unit: Minsait. The new name reflects the essence of the brand: minds seeking meaning (meaning), the sense of belonging to Indra, looking forward to going further (sight), and saying what you see (see)—all expressed in technological terms.
“At Interbrand, much of our success is based on our innovative approach of combining strategic-creative ideation and excellence and acting as key growth drivers for our clients while enabling them to effectively solve their branding and business challenges,” states Nancy Villanueva, Managing Director at Interbrand Madrid. “We are extremely pleased to witness how our collaboration with Minsait, acting as one unified team with the same vision and objectives, has contributed to successfully push the brand beyond its boundaries in order to grow the business through the creation of an agile and vital digital new identity, name and implementation initiatives.”
“Just like the professionals of Indra or Minsait do with our clients, every member of Interbrand who collaborated in Minsait’s creation was a real partner, showing a cooperative spirit, proposing improvements and providing solutions in an end-to-end system. And as a result, under the brand idea, Sparking bright minds, Interbrand helped Minsait to present itself as the ecosystem which creates tangible solutions to generate and emphasize a differentiated methodology, a wider portfolio of business solutions, its own unique sales model, impact generation-oriented delivery and support, and a flexible organization based on multidisciplinary teams,” noted Juan Jose Berganza, Managing Director of Communications, Brand and CSR for Indra.
The chosen claim is “Impact to go.” Such a claim strengthens Indra’s aim to generate business impact for its clients through a model of solutions.
To do so, a new model of business solutions called “FEEP” (Foresee, Engage, Empower, Protect) has been created. The idea is that, in a new context of clients and competitors, this model will enhance capacities in a more agile, flexible and integrated manner, from the technology business perspective.
Indra asked Interbrand to develop an identity that would provide a fresher look for the new business unit, one which will lead the company’s digital and technological transformation and enable Minsait to provide a groundbreaking and attractive experience for clients, employees and other stakeholders of the company.
Interbrand’s aim was to communicate, through design, a complex concept such as state-of-the-art technological solutions in a simple and suggestive way. This was no doubt the main challenge of the creative phase.
People and technology interact in a world of light, which reflects the challenging attitude of talent destined to create advanced technological solutions. Interbrand created a digitally rooted, multiplatform graphic ecosystem where the new brand is activated across all touchpoints: websites, dossiers, signals, motion, events, stationery, pictograms, brand guides, etc. Neon colours helped create a luminescent world, which communicates exciting and optimistic technology. The employees have been photographed highlighting the light in their eyes to symbolize the ambition and talent of a collaborative culture.
Especially important has been the development of an attractive user interface for the website, bearing in mind the journalistic focus defined throughout, which required wide exploration of the site’s architecture, content, variety of styles and multiplatform adaptation capacity.
All in all, the new business unit, Minsait by Indra is expected to lead the conversation around technology into the future.