The client
Infodesk is an Enterprise Intelligence SaaS solution tailored to organisations in high-stakes industries including life sciences, insurance and manufacturing.
The company’s core offering is an “Intelligence Activation” platform designed to help organisations move from awareness to action, particularly when tracking regulatory shifts or competitor moves. Infodesk’s platform drives informed action by turning complex, high-volume information into clear, trusted intelligence.
The platform provides a complete intelligence system to monitor, curate, and take action on critical developments, utilising a “Human-first, AI-enhanced” approach that uses AI to speed up processes while keeping human oversight central for traceability. The company has over 20 years of experience and is trusted by global enterprises like Pfizer and AstraZeneca.
The challenge
Infodesk’s main challenge was needing a marketing engine which would efficiently grow leads, pipeline and revenue, and Infodesk approached Hallam as they were missing the key foundations to achieve this. We set out to revive Infodesk’s brand, messaging and website, ensuring the business could differentiate itself and showcase what makes Infodesk unique in the market.
Infodesk’s previous market positioning was known as ‘business intelligence’ – a category which has been around for over 20 years, and served a world focused on collecting and visualising data, not activating it into business value. Infodesk has evolved alongside its customers and the market into the realm of strategic and regulatory intelligence, empowering teams to transform validated insights into real-time action and concrete business value. This is where Hallam’s brand strategy work identified the new ‘intelligence activation’ category which sets Infodesk apart.
Infodesk were really keen in grounding brand work in the market reality, starting with their customers, and understanding their motivations and pain points. After receiving private equity investment, Infodesk had run with a placeholder brand for the past couple of years. That’s where Hallam came in. Infodesk were looking to define who they were at a time where they were moving into a category of their own, then hitting reset on the brand for a longer-term vision that embraces who they have become.
Our deliverables were extensive but clear and allowed for a thorough process:
Market Research > Positioning > Strategy > Creative > UX/UI > Campaigns
What we did
Our work with Infodesk was a full-scale brand transformation, spanning research, strategy, design, UX/UI, website and campaign activation.
We kicked off with a brand workshop, engaging internal stakeholders to understand perceptions, pain points and aspirations, followed by external customer interviews for in-depth 1-1 interviews for qualitative research insights. This was complemented by deep competitor intelligence, helping us position Infodesk as more than just a platform: an enterprise intelligence activation partner. To define this positioning, we leaned on Mark Ritson’s MBA principles, distilling everything into a clear, actionable brand strategy.
Following the identification of the new ‘intelligence activation’ market positioning category, Infodesk needed a new brand identity to be able to establish, own and lead this new space. Infodesk’s logo and visual identity needed evolution. Inspired by lunar sunrises seen from the International Space Station, we introduced a monochromatic blue palette symbolising insight beyond the horizon. The logo itself contained so much reasoning. The logo is not just a triangle – it’s a triangle made up of dots, which are soft and organic, because they represent the people of Infodesk, who are a core part of their solution. The research showed customers prized these valuable relationships, so the idea of the people (or the dots) became a core part of the identity. The visual system was completed with Neue Montreal, a versatile typeface chosen for its authority, readability and global language support, reinforcing Infodesk’s expertise and leadership.
With a clear brand direction in place, our UX work focused on rethinking the website structure to better tell Infodesk’s story. We reframed their offering into content, platform and use cases, ensuring prospects understand that Infodesk is a service-led solution. Each page was designed to take users on a clear journey: identifying their challenges, showing how Infodesk solves them and building trust with proof points, case studies and testimonials.
Once the flow was mapped, we moved into UI design. We developed a homepage concept to align stakeholders early, before building a comprehensive UI Kit – a scalable digital design system covering expanded colour sets, type hierarchies and component libraries. This allowed us to roll out a functional and visually engaging site that reflects Infodesk’s positioning and empowers employees to champion the brand.
The visual identity outputs spanned beyond digital to all kinds of brand merchandise to help activate the new brand and sell it internally, which added to a huge sense of employee excitement internally.
The deliverables
The result is a quietly confident, strategically driven brand system and website that showcases Infodesk’s authority in enterprise intelligence activation, while delivering a clear, compelling experience for their global audience. With its new visual identity, Infodesk is clearly recognising and articulating the important role it plays in providing strength and stability to its clients, helping them deliver more value to their businesses in the face of regulatory, market and competitive disruption.
We’re thrilled to have buy-in from the CEO and Board and thoroughly enjoyed working with Infodesk’s fantastic Senior Marketing Director who fed back at every stage to ensure a seamless experience and the strongest possible output.
Check out how the new branding came to life as a brand that reflects Infodesk’s growth and commitment to clients to turn intelligence into valuable outcomes.
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“Right from the start we have had full confidence in every step of the project because of the very comprehensive market research study which Hallam undertook. Connecting the dots from the research insights to the strategic conclusion of defining a new market category, through to translating that into a new brand identity and message house which fits directly with the research insights has meant I’ve been able to bring all my stakeholders smoothly along every step of this project and we now have a brand which all employees and the market love.”
Kathy Harvey, Senior Director of Marketing at Infodesk
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