IRIS
The future of F&B
IRIS is a market leader in the F&B hospitality sector, providing global hotel brands with white-label apps and technology.
Overview
Timescale: 2 Weeks
Sector: Hospitality, Food & Beverage
Target: B2B, Enterprise, SaaS
Demographic: Hospitality professionals (Global)
Goal: Deliver digital app services to F&B
Services: Branding, Marketing, Website
IRIS logo before and after
The challenge.
IRIS Software Solutions sought a full visual design service that would reposition them as a global leader in the hospitality sector. Working with the in-house marketing team, we gained a comprehensive understanding of their priorities, working practices and pain points, which we fed directly into our design decisions.
In 2020, the Covid-19 pandemic created an urgent necessity for contactless ordering and saw the rise of many SaaS companies looking to introduce similar mobile solutions. IRIS saw this changing landscape as an opportunity to reposition and reintroduce its offering to new emerging markets.
The main challenge was to create a drastic update to the old branding, which at one point was forward-thinking, but was no longer serving their objectives. We knew it had to be bold enough to stand out, without alienating existing clients.
The solution.
Starting with the brand logo, we went through a series of presentations and edits before finalising the playful identity. We feel this new look appeals to their demographic, and gives IRIS a fresh creative edge. We’re hoping the brands who have previously worked with IRIS will give them a fresh look, while also appealing to new clients.
Looking at their competitors we found they all use ‘glossy’ stock photography, so immediately we hit on the idea of illustrations to depict the hotel traveller. Illustrations we created to represent a mix of family, business and leisure customers, along with hotel staff. These could be animated at a later stage for use in tutorial videos, and social media.
The Modern Designer developed a full website to support generating sales and a resource for support. Using branding, illustrations and photography the website was a key part of the strategy to reposition IRIS as a future-proof solution for global hotel chains and F&B providers.
“We’re super excited to launch our new look! The updated branding and website has given a breath of fresh air to our sales pitches and positions IRIS right where we need to be.”
The magic that lets you do your magic.
The technology that makes IRIS work really empowers hotels to give personalised service, in real-time, at the point of need. It really is ‘magic’. Once the idea of delivering ‘magic’ to guests and enhancing every guest’s stay was said out loud, it seemed to strike a chord with the team at IRIS. It gives a feeling of excitement and endless possibilities.
Our sessions with the IRIS team gave us feedback that made our ideas more useful, enabled us to get the industry-specific details right, and increased their emotional investment in the new rebrand – we really needed to have the Sales team on board with our changes; after all, it would be them that need to use it most.
We found the middle-ground between creativity and practicality, it was down to our team to illustrate all the various hotel guests and staff. We really had a lot of fun imagining the lives of our characters and plan to make a series of short animations to demonstrate the benefits of the IRIS platform.
Meaningful impact.
Since launching, IRIS has completed applying the updated branding to its dashboard and rolled it out to existing customers. The result is an updated look-and-feel that positions IRIS as an established leader in mobile F&B solutions.
IRIS has enjoyed increased engagement on Linkedin and already started to have interest from new clients. We’re very proud to see an experienced team, equipped to fight off competition from the new players entering in this space.
The new website serves as a key component in their strategy. We hope they have an increase in demo requests and plan to add animations and user tutorials to help future customers to make their buying decision easier.
