![Hero image with bar charts](https://www.walkersands.com/wp-content/uploads/2022/01/Insider_Hero.png)
Insider Intelligence Brand Identity
A new identity provides cohesion and clarity for leading research authority.
Overview
For decades, subscription-based eMarketer had enjoyed recognition for its industry-leading market research — and its flashy red e-ball logo.
Likewise, news site Business Insider Intelligence was backed by the strong reputation (and branding) of its parent company, Business Insider.
![the logos for emarketer and business insider intelligence with a plus sign between them, next to the insider intelligence logo](https://www.walkersands.com/wp-content/uploads/2023/12/Walker-Sands_Case-Study_Martech_II_Brand_1-768x394.png)
![a page from the insider intelligence brand guidelines reading "voice and tone: we are analytical, decisive, emboldening, reliable, efficient. we are not opinionated, brusque, prodding, traditional, insubstantial."](https://www.walkersands.com/wp-content/uploads/2023/12/Walker-Sands_Case-Study_Martech_II_Brand_2.png)
![a page from the insider intelligence brand guidelines reading "lead with data, use adjective sparingly, be specific, avoid hyperbole, apply perspective without agenda, be conversational but not casual."](https://www.walkersands.com/wp-content/uploads/2023/12/Walker-Sands_Case-Study_Martech_II_Brand_3.png)
![a page from the brand guidelines reading "brand promise: to power your next move with clear and credible insights. audience value proposition: for business professionals unsure of which sources to touch, insider intelligence provides perspective, backed by data they can stake their reputation on to outpace change. brand pillars: data you can trust, get the bigger picture, act decisively"](https://www.walkersands.com/wp-content/uploads/2023/12/Walker-Sands_Case-Study_Martech_II_Brand_4-768x394.png)
The Challenge
In 2020, the two companies joined forces to become Insider Intelligence. The union created a powerful subscription-based research and information services company — but also required a cohesive, memorable brand identity. Insider Intelligence needed a brand that communicated the value of its union while retaining the equity that made its two legacy brands shine.
![other screenshots from the brand guidelines with a black, red and white color scheme](https://www.walkersands.com/wp-content/uploads/2023/12/Walker-Sands_Case-Study_Martech_II_Brand_5-768x395.png)
![a one-sheeter with red, black and white insider intelligence branding titled "unbiased insights that cut through the noise"](https://www.walkersands.com/wp-content/uploads/2023/12/Walker-Sands_Case-Study_Martech_II_Brand_6.png)
![a collage of red, white and black healthcare-related graphics including a heart rate monitor and prescription bottle with pills](https://www.walkersands.com/wp-content/uploads/2023/12/Walker-Sands_Case-Study_Martech_II_Brand_7.png)
The Solution
Walker Sands worked with Insider Intelligence to:
- Define and document a clear brand framework, including cohesive messaging and verbal and visual identity.
- Retain brand equity of eMarketer and Business Insider by leveraging their strongest elements within the new brand.
- Create comprehensive guidelines that define rules for implementing and scaling the Insider Intelligence brand.
![a tablet displaying insider intelligence's website homepage with the tagline "unbiased insights that cut through the noise" and a landing page for a report titled "influencer marketing in the age of COVID-19"](https://www.walkersands.com/wp-content/uploads/2023/12/Walker-Sands_Case-Study_Martech_II_Brand_8-768x395.png)
![a graphic labeled "logo evolution" showing the old emarketer logo with an "e" on a red ball, and the new, sleeker logo that reads "emarketer from insider intelligence." a graphic labeled chart evolution showing a gray pie chart on the left and a multicolored red, black, gray and white pie chart on the right.](https://www.walkersands.com/wp-content/uploads/2023/12/Walker-Sands_Case-Study_Martech_II_Brand_9-768x394.png)
The Results
The end result was a brand built on the best of both eMarketer and Business Insider Intelligence — bold colors, data-driven design and an editorial verbal style — while living up to Insider Intelligence’s new brand promise of powering business professionals’ next moves with clear and credible insights.