{"id":800,"date":"2026-10-01T22:47:49","date_gmt":"2026-10-01T22:47:49","guid":{"rendered":"https:\/\/artofmcfarland.com\/design\/?post_type=rara-portfolio&p=800"},"modified":"2026-10-07T15:53:18","modified_gmt":"2026-10-07T15:53:18","slug":"int-rebrand","status":"publish","type":"rara-portfolio","link":"https:\/\/artofmcfarland.com\/design\/portfolio\/int-rebrand\/","title":{"rendered":"Case Study: INT Rebrand"},"content":{"rendered":"
\n
\n

At a Glance:<\/strong>
\nBrand refresh for a Managed Services provider. Included an in-depth brand discovery process, market positioning, creation of a new logo, tagline development, brand guidelines, image formats, swag design, website redesign, virtual backgrounds for video calls, motion graphics, and 1-pagers.<\/p>\n

Project Role:
\n<\/strong>Creative Director<\/p>\n

Jump to Featured Gallery \u2192<\/a><\/p>\n

Case Study<\/span><\/span><\/strong><\/h2>\n

INT<\/span> took on a<\/span> full rebrand to modernize <\/span>their<\/span> visual identity, website, and communication strategy. <\/span>Their aim? To make sure their brand kept pace with their evolving values and client-first approach<\/span>. <\/span>They wanted to strike the right balance between a professional yet playful tone<\/span>,<\/span> and the reliability and trustworthiness their clients count on.<\/span> Ultimately, t<\/span>his<\/span> rebrand was<\/span> about <\/span>strengthening<\/span> their market presence and <\/span>unifying their i<\/span>dentity across all platforms, gearing them up for future growth and <\/span>deeper<\/span> client connections.<\/span><\/span>\u00a0<\/span><\/strong><\/p>\n<\/div>\n<\/div>\n

\n
\n

How Do You Rebrand a Company from the Inside Out?<\/h3>\n

A rebrand or brand refresh is always a complex project, regardless of the client. Generally, when I think of a brand, I think of two things: First, a company’s “voice”, which includes their tone of communication and style of language. Second, a company’s “face”, which includes their name, logo, typography, iconography, color scheme, and other ways the company is represented visually. These are the end result of\u202fa rebrand or refresh. To get there, though, I believe it’s necessary to have a deep understanding of the company in question: where they came from, where they’re going, what makes them different than their competitors, and who their ideal customer is.<\/span>\u00a0<\/span><\/p>\n

You might think that working at a company would make it easier to answer these questions, but that’s rarely the case. Any easy way to think about it is – if you only ever saw the inside of a house, could you easily describe the exterior? You’d know the layout of the rooms and their purpose, but do you know how it looks to a stranger on the street?<\/span>\u00a0<\/span><\/p>\n

With that in mind, I decided to approach INT’s brand refresh as if the company were a client, not an employer. I started with the biggest questions: What is INT, and what do they do?<\/span>\u00a0<\/span><\/p>\n

The Client:<\/h3>\n

\"\"INT Inc. is headquartered in Lincolnshire, IL with a diverse and talented team of professionals located across the country.<\/span> From technology management to web design and accounting to cybersecurity, <\/span>their<\/span> innovative solutions address a variety of business needs<\/span> for small and medium businesses<\/span>. <\/span>Their<\/span> success comes from listening to <\/span>their <\/span>customers\u2019 unique challenges and needs, developing effective strategies, and implementing innovative solutions.<\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n<\/div>\n<\/div>\n

The Problem:<\/h3>\n

As INT planned for growth<\/span>, <\/span>it became clear that <\/span>their<\/span> existing brand identity no longer fully <\/span>captured<\/span> their<\/span> client-first philosophy and playful, approachable tone. <\/span>They<\/span> needed a<\/span>n updated <\/span>brand<\/span> t<\/span>hat better <\/span>represented<\/span> their <\/span>values and <\/span>set them apart<\/span> in a crowded market. Additionally, <\/span>their website was due for a <\/span>refresh<\/span>, <\/span>as it <\/span>lack<\/span>ed<\/span> the modernity and functionality needed<\/span> for clear, effective communication<\/span> with clients. <\/span>Ultimately<\/span>,<\/span> the<\/span> goal<\/span> was to <\/span>build<\/span> a cohesive and engaging brand identity that would resonate with clients while <\/span>maintaining<\/span> a professional, dependable image.<\/span><\/span>\u00a0<\/span><\/p>\n

The Challenges:<\/h3>\n

Prior to starting the rebrand, I predicted several key challenges that required careful consideration and strategic thinking to navigate effectively:<\/span><\/span>\u00a0<\/span><\/p>\n