Take control with Intratone

Part of the Cogelec group and headquartered in France, Intratone designs and manufactures wireless intercom systems and supporting technology for residential buildings.

Developed to deliver effective and secure access for multi-dwelling buildings, Intratone’s systems help property managers in housing associations and the private sector easily manage and control access for both tenants and service providers.

BDB was tasked with developing the brand strategy and creative platform for Intratone’s brand in the UK to allow it to make an impact in the market.

We needed to create an expression of the Intratone brand for the UK market that was creative, disruptive and memorable. It also needed be able to support delivering product launches in a way that differentiates Intratone from its competitors.​

The brand expression needed to resonate with both property managers and Housing Associations, with a particular focus on the refurbishment market. It also had to consider and reflect the DNA of campaigns already launched within other European markets, including France, Germany, and the Netherlands, and also the embody the company’s unique character.

BDB proposed a research and insight-led approach to the brand strategy and launch, focusing on business goals and value creation. Rigorous, in-depth research is the cornerstone ​of any successful branding initiative. An evidence-based approach enabled us to make informed business decisions throughout the branding process. ​

Understanding  the key trends and challenges in the market, who Intratone is as a brand, ​how their audience perceives them, and where they stand in the competitive landscape is critical.

​As such, we conducted extensive research, including talking to industry insiders, such as housing professionals from both the public and private sectors, and trade magazine editors. This resulted in a deeper understanding of the priorities and challenges housing managers face, meaning we could develop a brand strategy, and positioning, and create messaging that would really resonate with the target audiences.

By assessing the audiences’ engagement triggers, we were able to elevate the conversation from products and technology to talk about three key needs for housing and property managers, namely security, accessibility and control. From this, we created a brand purpose (the “why”): Take Control with Intratone.

The  resulting creative proposition “Putting control ​in your hands​” was then used to devise a visual identity and creative platform for the brand, that  resonated with he target audiences, reflected their personality, and differentiated them from their competitors.

Intratone’s new UK branding was successfully introduced to the UK market at CIH exhibition in May 2019, at Manchester Central. The re-launch of Intratone in the UK was also supported by print and digital advertising campaigns, PR, refreshed collateral, and branded giveaways (including foam hands).

A new website was also developed and launched in November 2019 – with a complete overhaul of the information architecture and UX, content, and look and feel, in line with the new brand identity, positioning and character.