Case Study: IMI unifies its global brand story with Luminous

IMI unifies 30 sub-brands across 50 countries with Luminous

IMI, a FTSE 100 engineering group, faced a challenge where its complex brand structure was limiting cross-selling opportunities across its global portfolio. Its existing brand also no longer reflected the company's strengths or ambitions. IMI engaged the vendor Luminous for a rebranding initiative to address these issues and unify the organization.

Luminous developed the 'One IMI' strategy, which involved creating new positioning, a refreshed brand story, and a new visual identity. This solution consolidated 30 sub-brands into a single, cohesive IMI brand to facilitate portfolio selling. The results included a unified cultural identity, an updated employee value proposition, and a revamped annual report to communicate the new vision to investors.

IMI