Aligning brand with business strategy – the Indue journey

Published on
September 11, 2014

Payment products and settlement services provider, Indue, recognised the critical role brand plays in the delivery of business strategy, and engaged Rowland to help carve out a distinctive and compelling market position in the highly competitive banking and finance sector.

Indue’s strategic planning had identified the opportunity to dramatically grow market share through investment, innovation and a keen focus on emerging markets. To harness this opportunity and successfully deliver its ambitious business strategy, Indue sought Rowland’s assistance to review and subsequently refresh its brand.

Applying our proven branding methodology, Rowland explored current and desired perceptions of the company through the lens of Indue’s vision and strategic direction, before ‘un packing’ both the rational and emotional elements of the Indue brand. This process identified the brand promises, personality and points of evidence unique to Indue.

Taking these core components, Rowland then developed a corporate story that powerfully articulated Indue’s value proposition in terms that would be relevant and meaningful to target markets.

In addition to setting the foundation for all future written and verbal communication, the corporate story also informed the design of a refreshed visual language and word mark.

The new Indue logo and supporting style guide reflects Indue’s inquisitive, creative and pragmatic approach, as well as its focus on integration, customisation and results.


The vibrant, revitalised Indue brand allows for a variety of applications and three different colour-ways (orange, purple and green) marking a contemporary deviation from Indue’s formerly conservative look and feel.

Commenting on the brand positioning process, which recently culminated in the launch of the new brand and logo to all staff, Indue CEO Manuel Garcia said the project had achieved positive and unexpected results.

“This project has been a real journey of discovery. Rowland worked closely with me and my team to get to the very heart of our brand, which then enabled them to bring it to life in a way we could never have anticipated at the outset,” Mr Garcia said.

“Our new corporate story and visual identity has created a real buzz in both our Brisbane and Sydney offices, and we look forward to showing it off more widely to clients in both markets. Keep an eye out for our new signage on Coronation Drive – we’re very proud of it!”

The Indue website can be viewed here.