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.