Tintelligence Branding
CLIENT
IDEX
MY ROLE
Creative Direction, Art Direction and Design
AGENCY
Dentsu B2B
Overview
Tintelligence is a business division within Fast & Fluid and Fluid Management, two global leaders in tinting technology and subsidiaries of IDEX, a NYSE-listed company. Tintelligence offers an integrated system of advanced tinting equipment and digital applications designed to elevate tinting businesses. This smart technology improves color consistency, reduces downtime, and enables data-driven decision-making. It also supports online ordering, boosts operational efficiency, and promotes sustainability.
To launch this new business, a visual identity and branding design language needed to be developed.
Visual Identity and Brand
After conducting interviews with internal stakeholders across global teams, we aligned on a brand proposition: ‘Propel Your Tinting Business’. This message captures how integrating smart technology and data insights can elevate tinting businesses to new levels of operational and commercial success. Building on this narrative, we developed the brand identity and a cohesive visual language for Tintelligence.
The identity features a modern, stylised ‘T’ made up of tint bars, symbolising the precise color-tinting process of the technology. This visual element was incorporated into the design of the app icons (Ti Insight, Ti Service, Ti Assist, Ti Dispense, and Ti Data Hub) and is featured across branding collateral for both digital and print formats. We also used vibrant stop-motion imagery of splashing paint and data visuals to convey the concept of propulsion.
Launch Campaign
To spearhead the launch campaign and depart from the conventional norms associated with paint tinting, I incorporated the theme of ‘propel’ into the art direction. Through the use of slow-motion photography capturing dancers in motion, the goal was to visually represent the color mixing process and convey the speed and innovation of the cutting-edge equipment in a distinctly captivating manner.
Result
A modern and fresh brand was developed. The Tintelligence identity and brand has been fully embraced by the ‘Fast & Fluid’ and ‘Fluid Management’ teams globally. It continues to be rolled out across markets in the USA, South America, Europe, Africa, the Middle East, Asia and Australia.