irtech · strategy and visual identity

A plus that says what irtech offers beyond the equipment

irtech sells and services radiation measurement equipment for radiochemistry, radiation protection, nuclear medicine and life sciences. Starting from two strategy workshops, we arrived at a new way of writing the name, a mark, a system of materials and an identity for its radiochemistry workshops, and finally trained the team to use the system on its own.

See where we started

2strategy workshops
4sprints
8weeks of work
20+materials in the new system

An irtech brochure on a dark background, with a laboratory photo on the cover

Starting point

A manufacturer's leaflet advertises the manufacturer

The previous identity had no consistent rules. Covers varied in heading size, margins and logo position, and the company's materials had no clear visual key.

The harder problem lay elsewhere. irtech sells equipment from many manufacturers, and their materials vary widely in quality. Whenever the team sent customers a manufacturer's leaflet, it was building that manufacturer's brand rather than its own.

Before After

Logo

The “IRtech” spelling, which customers found hard to pronounce.One word in lowercase: irtech.
Product material

Datasheet: photos and layout different every time.Post templates: products from different brands in one layout.
Folder

A folder with a large logo and a red flap.Black, the plus from the logo and the brand tagline.

Two workshops

First we agreed who the brand speaks to

In the first workshop, the irtech team worked with us on the mission, vision, tone of communication, differentiators, brand personality and audiences. In the second, we reviewed the existing materials: what stays, what goes and what customers ask about most often. It turned out the brand speaks to two very different people.

Choose a persona Jansenior researcher Krzysztofmanager at a manufacturing company

A specialist who knows what he's looking for. He often names the device he wants to buy in his grant application. Other scientists' opinions matter to him.

What motivates them

new measurement techniques and more accurate results
automation and fewer hours in the lab
replacing equipment with newer models

How they decide

The decision takes months, because it depends on a grant or a tender. Recommendations from other scientists and the chance to try a demo model help.

How we talk to them

A scientific presentation rather than a sales pitch: new devices, specifications, models to test.

Responsible for introducing innovations, and often comes through a recommendation. He has a specific problem to solve, such as new standards that production has to meet.

What motivates them

meeting new regulations and standards
early radiation detection and lower losses
a smoother production process

How they decide

He decides faster than the scientist, because he wants to solve a problem or meet a requirement. Practicality matters more to him than novelty.

How we talk to them

Step-by-step advice: guide him through the range, pick the right device, stay on for servicing.

If irtech were a person

He would be an experienced expert in his forties who knows what he's talking about but doesn't show off his knowledge. He talks just as easily with a scientist as with a production manager, enjoys what he does and keeps up with the latest developments.

Brand core

Expertise
Support
High quality
Partnership and trust
Stability

Moodboard

Blue like everyone else, or the red customers already know

In the measuring equipment market most brands go for blue. We prepared two directions: modern blue gradients that immediately suggest medicine and technology, and bold typography with red in the details and products on grey colour blocks.

The irtech team chose the second. Red was already in the old logo, so the associations carry on, and in a more modern, stronger shade it sets the brand apart from its competitors.

After the first presentation

Pure white joined the greys as a second, lighter background for the website and slides.
Every template has room for longer blocks of text and device specifications, because irtech doesn't sell without them.

Switch direction 01 Gradients 02 Red and typography

Blue gradients and line graphics inspired by radiation imaging and charts.

A strong typographic mark, products on grey colour blocks, red in the details, clean compositions and large headings. The client chose this direction.

Three irtech posts: radiation meters, radiation spectrometry and an automatic gamma counter

irtech presentation slides with a laboratory photo and numbered sources of background radiation

Mark

A mark with a plus

irtech instead of IRTech: The minimalist lowercase spelling also solves the problem of how to pronounce the name.
A plus from the letters r and t: The arm of the r and the crossbar of the t form a plus: the added value of advice, demo tests, support and servicing.
Lines from the mark's construction: The arrangement of lines that extends the plus became a permanent graphic element of the materials.

Identity animation: the mark, colours, typography and materials.

Colour and type

Three colours and two typefaces

The brand's quality, stability and expertise come through in clean compositions, sans serif typography, clear headings and a subtle grey in the colour blocks.

irtech typography sample: a heading in Geomanist Regular, a subheading in Gantari Medium and body text in Gantari Regular — Geomanist for large headings, Gantari for smaller body text.

Manufacturers' photos

Equipment from many manufacturers, one photo style

irtech's most common material is manufacturers' photos of devices: on white, on grey, in different light and framing. We cut the products out of their backgrounds, evened out the contrast, shifted warm colour casts to grey, added a shadow and placed everything on the same colour block. The team received instructions on how to edit new photos the same way.

Manufacturers' files irtech style

RadEye PRD-ER personal radiation detector
Hidex 600 SLE liquid scintillation counter
RadEye NL dose rate meter
Infinity microscopy system
Hidex AMG automatic gamma counter
Hidex 600 SLE counter with the lid open

A hand holding an open irtech catalogue with red blocks of device features

System

From a post to a conference stage

Over 20 materials in one system: a general leaflet, product sheets, roll-ups, social media posts and covers, a sales presentation, a folder, a notebook and a website design. We prepared each one as a template the irtech team edits on its own.

Radiochemistry workshops

A separate brand for an event that returns with every edition

irtech regularly organises radiochemistry workshops for professionals. It's an educational meeting rather than a sales presentation, which is why it got its own mark: close to irtech in colour and typography, but independent.

Three semicircles set side by side, in motion, refer to radiation and to the idea of growth. Each edition is marked by a small number next to the name, so the identity can be refreshed without designing it from scratch.

logo
roll-ups
banner
name badges
flags
participant brochure
presentation

Radiochemistry
Workshops³

Radiochemistryin medicineand industry

Edition 3

Today

The identity lives on irtech.pl

The website had to divide the devices on offer clearly, present the brand and its services, and show its advantages over competitors. Today it uses the new mark, the red and the layout we designed: a clear division of devices, demo tests on a red background and support at every stage.

irtech.pl

An animation of the irtech website design.

The irtech.pl home page on a phone — Screenshots of irtech.pl.

The irtech brand, not the manufacturers' brands

irtech now sends customers its own materials instead of manufacturers' leaflets. The team prepares product sheets, posts and proposals in the new style on its own, and the radiochemistry workshops have an identity ready for future editions.

Client: irtech
Scope: strategy workshops · logo · key visual and brandbook · company and marketing materials · product photo editing · website UX/UI · workshop identity · team training
Online: irtech.pl