Evolving the IMI brand: aligning perception with reality

Organisations sometimes evolve faster than the way they present themselves to the market. Over time, a gap can emerge between what a business does and how it is perceived. For IMI, the decision to refresh its website and brand was about closing that gap - aligning its external presence with the reality of the business it has become.

“We realised our website no longer reflected who we are as a company,” says Doron Rom, IMI’s Managing Director, “and once we started looking at updating it, it became clear this was about more than just a website. It was about our entire brand and how we present ourselves to the market.”

From delivery to design-led thinking

Over the past decade, the nature of technology projects has changed. Infrastructure is more complex, environments are more distributed, and the expectations placed on IT teams are higher than ever.

In response to this evolution, IMI’s role in those projects has  evolved.

“Our customers are looking to us for advice, not just execution,” says Doron.  “They are looking for a much closer engagement, and  we were able and willing to become the partner they need.”

The business now works with clients earlier in the project lifecycle - helping to shape solutions, reduce risk, and deliver outcomes aligned to business objectives.

“We’ve actually been operating in this manner for a long time,” Doron adds. “But we weren’t fully reflecting that in our website. We wanted to align our image in the market to our capabilities.”

Changing the conversation

John Jordan, IMI’s Client Service Director expands on this change in customer engagement: “Historically, client interaction often began with a defined solution”,  he explains. “We used to say, ‘Tell us what you need and we’ll deliver it’. But today, the conversation starts earlier. Now we ask: ‘What are you trying to achieve? Bring us the problem, and let us work with you to design the solution.’”

That shift reflects IMI’s expanded capability. Clients don’t need to arrive with a fully formed plan: IMI can help define it, design it and deliver it.

A gap between capability and perception

When John met with customers, he saw first hand that there was a disconnect between their perception of IMI and the reality of what the company can offer. “Customers would say, ‘I didn’t realise you did that. Your website doesn’t show all the things you just talked about in your presentation’. They only saw the part of IMI they were using, and not the full breadth of our capabilities.”

That disconnect matters in a market where clarity and credibility are essential.

“Your website is your front door,” says John. “Our business had undergone a full renovation, but it still had the old front door.

“The old website was fit for purpose at the time, but it didn’t reflect the reality of who we are. When I joined, I realised that IMI had shifted, elevated. The new site isn’t about aspiration – it shows IMI as we already are.”

A considered approach to rebranding

As the team worked through how to better represent the business, it became clear that the brand itself needed to evolve.

“We didn’t set out to change the logo,” says John. “But once we looked at the way the business had evolved, it was obvious the brand needed to move with us.”

IMI engaged external specialists to help define how the business should be positioned, ensuring new identity was grounded in reality.

“IMI are good at many things”, says Doron, “but marketing has never been one of them. However, we do respect and understand the value of experts, and bring in help where we know we need it.”

John explains that this was more than a ‘quick refresh’. “We didn’t just spend an afternoon around a whiteboard.  It was a considered process, to make sure the brand genuinely reflected who we are.”

The result is a more modern, dynamic identity: one that reflects energy, momentum and a forward-looking business.

Aligning how IMI looks with what IMI does

Ultimately, the new website and brand are about alignment.

“It’s not that we’ve suddenly become something new,” says Doron. “We’ve been this business for a long time. But what has changed is how we communicate that to the market. We were probably a best-kept secret, but now we’re making sure people understand the full breadth of value we bring.”

For those new to IMI, that means a clearer, more accurate first impression.

For existing clients, it means a broader conversation about how IMI can help.

And for IMI, it means that the front door now reflects our full capability and experience.