–INRULE
Enterprise Branding
InRule has been a leader in the automated decisioning space for over 20 years. With two recent acquisitions of supporting technology, InRule had outgrown their old brand and were in need of guidance establishing their brand archetype and the core value proposition at the heart of all the products and services that they now provide. DarkSquare was able to help them establish clear and compelling positioning and messaging as well as stunning visual design to help tell their story.
Archetypes: The Power of Knowing who you are as a Company
DarkSquare completed our proprietary series of discovery workshops with InRule’s leadership and project stakeholders to get to the heart of what it is they offer on an emotional level. We were able to speak with and interview some of the leadership of their biggest national and international clients to gain insight into what they loved about InRule and what opportunities InRule might have to serve them better. Our process equipped us with a firm understanding of who InRule is in the mind of their customers. This enabled us to help InRule define their position in the market and speak directly to what their clients desire on a professional and emotional level. We helped them craft a brand that speaks to the values that make InRule a leader in digital automation, in a clear and compelling way.
Transformative Branding and Design
Since the launch of their new brand, their new brand look has been hailed as “sleek,” “professional,” “memorable,” and “enterprise.” Their once siloed sub-brands are now unified under a new logo that speaks to the values of the company, their history, and the industries that they serve. With their new brand, they are making a new and lasting first impression that will service their business objectives for a very long time to come.
We really appreciated DarkSquare’s efforts and guidance in helping us define our brand archetype. The outcome of InRule’s brand evolution initiative is a modern look and feel that reflects who we are and our vision for the future.
–Rik Chomko CEO, InRule Technologies
Style Guide Samples
Articles & Artifacts
Simpro for Security
Simpro is a forward-thinking leader in job management software that has it all—job quoting, job scheduling, inventory tracking, invoicing, workflow management, and more. Their mission is to improve business efficiency, saving clients time and money. DarkSquare helped this industry pioneer create a campaign driven by the pursuit of order and control in field service management for the security industry, Simpro for Security.
Product Positioning with the Wisdom of the Team
InEight Schedule is at the forefront of project management software, offering advanced scheduling solutions that empower construction and project teams to achieve unprecedented levels of efficiency and accuracy. Recognizing the need to further elevate their product in a competitive market, InEight approached DarkSquare as a partner capable of not only understanding their complex product landscape but also of positioning and designing a campaign that stands above the competition.
Designing an AI-Powered Virtual Assistant
InRule utilized ChatGPT to create their own AI assistant for streamlining the deployment of automated decisions. This assistant allows users to create and modify schemas, workflows, and more through a simple chat. InRule recognized that the fastest way to express human thought is through language, and wanted to give their users the power to automate at the speed of thought. They utilized DarkSquare to create a character that would encapsulate these ideas and give this virtual assistant a personality of its own.
Designing Digital Experiences For AI Tools
With their new brand established, TypeLaw now needed their website redesigned to reflect the updated look and feel. DarkSquare provided a comprehensive website update that not only included the design but also ensured the optimization of accessibility compliance, SEO performance, and device compatibility. Since DarkSquare created the initial brand redesign, we were uniquely qualified to ensure the brand standards were correctly applied throughout the entire site.
Branding a Platform for Sharing Spaces in NYC
Swivospace is an innovative leader in the short-term NYC rental real estate marketplace, focused on the potential of underutilized spaces such as studios, restaurants, gyms, and vacant commercial properties. Their mission is to connect venue providers with individuals seeking spaces for events, revolutionizing the way people find and utilize rental spaces. DarkSquare helped this startup discover a brand identity and voice that would let them stand out among their competition.
Branding for AI
TypeLaw is an AI-powered legal brief formatting tool that has already assisted in writing over 10,000 briefs. To better communicate the product’s true potential and its ability to enhance the speed and accuracy of attorney’s brief formatting, TypeLaw approached DarkSquare about developing a new brand identity for the tech company.
Website Design for the Greater Good
SupplyShift is a supply chain governance tool that empowers enterprise companies to better manage and monitor their network of suppliers, ensuring ethical business practices and compliance with government regulations. They needed a new website that accurately reflected their brand and conveyed the importance of the solutions they offer. DarkSquare collaborated with SupplyShift to create a new website that effectively communicates the truth about their business and provides a platform for future marketing efforts.
Award Winning Packaging and Branding Design
Jim Bob’s Best is a rub and seasoning company based in Savannah, GA dedicated to delicious flavors and to helping organizations that work to preserve endangered species. DarkSquare helped them establish a fun and slightly irreverent brand voice and aesthetic. The packaging design gained the recognition of the District 4 Local American Advertising Federation with a 2023 Sliver American Advertising Award (ADDY Award).
While Jim Bob’s best is a little out of our lane of technology focused branding and design, our team enjoyed engaging in a playful design. Receiving recognition for our work outside of our traditional passion of tech was an honor.
Beautiful Web Design. Seamless Performance.
InRule needed to update their new brand across their website. There were close to 1,000 pages that needed design and they wanted to take full advantage of the rebrand to update their messaging, look, and structure of their website. Technical considerations, such as accessibility compliance, SEO performance, and device compatibility were essential to the project. After completing their brand strategy and rebrand work, DarkSquare was uniquely qualified to extend their knowledge of the new brand to craft a beautiful new website that addressed the many user journeys an enterprise company like InRule needed.
Event Presence that Captivates
Shelf is an industry leader in the knowledge automation solution space. They were attending this year’s Customer Contact Week (CCW) in Las Vegas and needed a presence and giveaways that attracted leads to their booth while speaking to their brand and the services that they provided. DarkSquare worked with them to create both in a way that tied all of these pieces together in a memorable and impactful way.
Branding a World Renowned Artist
World-renowned bioartist and futurist Amy Karle’s work is shown in museums and galleries around the world and has been recognized by arts organizations, cultural groups, The Smithsonian, and The United Nations. DarkSquare helped Amy think through her website as an extension of her brand and carefully plan and organize it in a way that showcased both the depth and breadth of her work. DarkSquare helped Amy capture the aesthetic beauty of her work as well as the immersive narrative she creates with it.
Branding the Voice of the Customer
NICE Satmetrix is the leading global provider of customer experience management software for companies who know that customer experience drives success. DarkSquare has worked with NICE Satmetrix over the past seven years to develop their brand, build and support their website, and promote their products and services through video production and marketing support.
Rebranding the Future of a Generation
The BASIC Fund is a privately-funded nonprofit providing partial-tuition scholarships to low-income families across the Bay Area. DarkSquare worked closely with their leadership and board to develop a brand as diverse and creative as the communities they serve.
Nice-Satmetrix Enlightment in Motion
NICE Satmetrix offers robust and complex business solutions for enterprise companies and organizations. We helped them write a script that succinctly explains the value of their product. Our illustrators and designers storyboarded the visuals, our music producers and voice talent composed the score, and finally, our animators brought it all together in a beautiful and memorable video.
Retro-Memorable, Video Ads
CenterCode is an innovator and leader in delta product testing. They needed an ad campaign to attract new customers and lead these prospects through their brand awareness funnel. DarkSquare was able to work with the CenterCode marketing team to create a series of ads that attract attention and leads to the deeper levels of brand awareness through carefully sequenced videos and readvertising strategy.
A Wellness Platform For a Wholistic Approach to Business
SoulBeing is a telehealth directory and community of physicians and alternative wellness professionals. DarkSquare helped them more clearly message what they offer through clear language and visual design. We also built them a more intuitive online platform for their providers and their community members to connect with each other in meaningful and impactful ways.
Videos That Make The Complex Simple
Businesses, banks, and governments around the world rely on the Accellion platform for complete visibility, security and control over the communication of IP, PII, PHI, and other sensitive content across email, file sharing, mobile, enterprise apps, web portals, SFTP, and automated inter-business workflows. DarkSquare has supported Accellion through brand consulting, web strategy, marketing support, video production and more. We recently helped them create a series of product explainer videos to showcase their complex and powerful tools.
Naming and Branding the Future of Financial Trading
Dialect is an AI powered fintech SAAS product that understands natural language, answers questions clearly and immediately, and delivers simple and relevant financial data. DarkSquare worked closely with the company’s founders to name and brand their business. We helped them establish their brand archetype and develop the language to speak about their disruptive tech in a way that clearly communicated it’s value and how it will change trading.
Animating a Cause with Celebrity Voice Over By Jim Nantz
The BASIC Fund has a clear vision to open the door to as many families in need as possible through private education. They partnered with DarkSquare to develop an animated explainer video that would alert more people to the cause and gain new donors to help children and families in The Bay Area. Famed sports announcer, Jim Nantz, lent his voice to the effort providing voice over services.
Branding For ioT Transportation Solutions
Lilee Systems is technology company, specializing in advanced communication and networking solutions for the transportation sector with a focus on ioT for rail and other transportation modes. Lilee Systems initially struggled to establish a strong brand presence in the competitive U.S. market and reached out to DarkSquaere to help them develop their visual identity and brand voice.