Leading a world in motion


INRIX was an established leader in real time traffic data. With the emergence of IoT, INRIX recognized the opportunity to expand beyond traffic data to forge new and better solutions and experiences for how people, cities and enterprises move throughout the world—but the company was still largely known for traffic, and was unclear how to show up to the likes of Porche as a peer in terms of brand sophistication. Northbound helped INRIX craft a brand strategy and brand expression to move to the next level.


Strategically and consistently signal the new reach and scale of the INRIX portfolio across both past and future audiences and fuel growth into new areas.


  • Qualitative + quantitative research
  • Brand positioning
  • Brand architecture + naming strategy
  • Visual identity + guidelines

Navigating beyond traffic

As an early innovator within the OEM automobile sector, INRIX set the stage for leveraging data in many unique and breakthrough ways. As INRIX data gathering and mining capabilities grew in conjunction with its relentless curiosity for innovation, so too did the market – expanding from OEM to include the Public Sector, Enterprise and consumer influence.

To prime itself for future growth, INRIX realized the opportunity to articulate its “Why” at an overarching level to apply equally to cities, OEMs and consumers, as well as polish its brand to a new level of design and sophistication. To take the company to this next level, INRIX chose Northbound as their partner.


Driving in a new direction

Northbound sought out hard-to-reach executives in Enterprise, Public Sector, and OEM manufacturing, hosting conversations that leaned into the future and INRIX’s role.

We took an expansive point of view in shaping INRIX’s positioning, moving from traffic data to claim the mantle of “intelligent movement.” We also crafted a new way to organize the portfolio of products and identify a roadmap for product naming in order to demonstrate this more expansive reach.
Along with a new brand architecture and positioning, INRIX needed messaging and its visual language to rise up to the altitude of its most polished customers such as Porsche and BMW. Our design language leveraged the foundation of the brand, while creating a system that was unique, aspirational, ownable, and modern.

We activated the new look with a company-wide rollout, including a brand narrative that brought the new identity to life, before launching it through the new website, digital channels, collateral and events worldwide.


Brand guidelines



  • Executives, account, and sales team now feel pride and deliver the INRIX story with confidence and clarity
  • The brand identity and voice feels professional and on par with INRIX's world-class European automobile customers
  • Employees have embraced the new brand and positioning to create, for the first time, a unified corporate presence in 60+ countries
“Northbound challenged us to think even bigger, to express the potential of our brand’s global impact. INRIX is a technology leader in a complex, rapidly changing transportation industry. Northbound helped us focus in the face of an ever-shifting landscape. Their strategy and creative skills were critical to creating a new language to tell our story.”
Steve Banfield
Former VP Marketing

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