BRAND | IPVALUE

GREAT THINGS HAPPEN
WHEN BRANDS PROSPER

Reinvigorating a brand by uncovering its hidden value.

Challenge

IPValue had distinguished itself with a people-first approach to intellectual property management “done your way.” Yet this positioning had not translated well to the corporate brand and the company’s outdated website.

Insight

M^cMillan realized that positioning IPValue as a thoughtful and expert extension of the client organization required a new voice, a new design language, and an intuitive online customer experience.

Solution

Centred on a logo that conveys both confidence and the “hidden value” of working with IPValue, our comprehensive rebrand included new positioning, a new colour palette, and eye-catching type and photography treatments—all showcased in a reimagined online experience—along with branded print materials that do justice to a unique and trusted industry leader.

“M^cMillan’s team worked with us to think strategically about our brand and positioning. Then they executed a broad campaign to reinvigorate the IPValue brand, positively impacting messaging, collaterals, and web presence.”

JOHN LINDGREN, CEO, IPVALUE

IPValue Identity

A solid typographic construction helps instill trust and authority in the IPValue brand. The “hidden V” communicates the value of the company’s diligent, show-don’t-tell approach to IP management—which has generated nearly $2B in licensing revenue.

Layout Angles

Layouts invoke the 76° angle from the wordmark “V” (along with a secondary 38° angle derived from dividing the first angle in half) to separate content, colour, and imagery. These layout options provide variety and consistency while separating IPValue from its competitors.

Web Presence and Collateral

IPValue’s reimagined online experience, print materials, and other collateral were unified by galleries of distinctive photography, bespoke graphic elements and iconography, customized messaging, and user-friendly templates.

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