Iqarus was created after MML Capital Partners purchased leading energy sector healthcare provider Capita EMS. As a long-standing provider with over 40 years’ experience of working in healthcare for energy companies, Iqarus wanted a brand that could blend their knowledge and experience with a contemporary outlook to reposition them as a refreshing new business at the forefront of their sector.
We used our branding process ‘V’ to step through the 5 phases of brand creation: Discovery, Strategy, Ideation, Visualisation and Roll-out. Each phase informed the next and we quickly helped to identify the vision and values for the re-brand. Using the core values of Intelligence, Innovation, Integrity and Implementation, the name ‘IQARUS’ was eventually selected because of its reference to IQ and the fated character from Greek mythology. We gave the story a new spin by focusing it on how a life needs to be protected. By encasing [IQARUS] in brackets, we were able to symbolise safety and protection for the company’s staff and customers.
We successfully delivered a full branding service from initial stakeholder and strategy workshops in Aberdeen, through to full collateral and website roll-out within a very ambitious time frame of just 3 months.