Introducing Iru
A new world for IT and security teams. Meet Iru. Instrument built a brand that ushers in a smarter, more connected approach to IT and security—turning complexity into clarity and helping businesses move with confidence into the age of intelligence.
The Challenge
Kandji’s evolution from an Apple-focused platform into a company reimagining IT and Security for every device and user called for a new brand that could represent its ambitious vision. The result was Iru, an AI-powered platform that unifies endpoint management, identity, and compliance into one intelligent system.
Our Approach
Our guiding idea came directly from what Iru makes possible: everything should work as one—and feel more powerful together than apart. That belief shaped the entire brand system. From messaging to motion, every detail reinforces how Iru connects what’s been divided—users, apps, and devices. The outcome is a brand that makes complexity feel simple and builds a foundation for scale, clarity, and speed.
A brand built for what’s next
The brand identity was reimagined completely to match the ambition of the Iru platform—something entirely new, built for what’s next.
The identity brings the technology’s promise to life. Every element is designed to show how intelligence and elegance can coexist within a single, powerful platform.
The logo—our jellyfish—symbolizes translucency and flow, drawn from the namesake irukandji. Dimensional and fluid, it shifts with light and color, feeling both digital and organic, while being approachable, alive, and unmistakably futuristic.
Clean typography and a minimal color palette bring a sense of intelligence and precision, while motion adds life and flow, expressing the power of the technology behind it.
Creating a scalable digital product system
The Iru website was designed as an extension of the platform itself—streamlined, responsive, and intelligent. Built on a scalable, modular component system, it serves as the new home for Iru’s expanded product suite and brings the brand to life across every touchpoint.
Because brand and experience are inseparable, we led UX, strategy, design, copywriting, and full-site development to bring that promise to life. It was a holistic approach—created to accelerate Iru’s growth and evolve alongside its ambition.
Bringing Iru to market
The launch wasn’t just a rollout of a new logo or website. It was the start of a new story—told simply, and everywhere at once.
We led the development of an integrated brand campaign across OOH, digital, social, and film, each reinforcing Iru’s core story of clarity and connection. We called it “Collapse the Stack.” The idea was direct: less clutter, more clarity. One system that gives IT and security teams their time and control back.
Every channel had a purpose. Out-of-home started the conversation. Digital and film showed how it works. Social carried the proof. Each moment built on the one before, turning a rebrand into a marketing movement.
The Result: A Partnership in Motion
This came together fast. From day one, we worked as part of the Iru team, embedded across product, design, and go-to-market, immersed in the technology and the vision behind it.
We operated as one team, without silos or ego. Built on uncompromising collaboration and a shared goal, we set out to launch something ambitious.
In three months, we went from idea to launch. More importantly, we built a foundation for what’s next.
Instrument brought the new Iru brand to life. They understood the magnitude of what we are bringing to market and created an immersive brand and visual experience to match. Their partnership positions us to lead this next phase of growth with a strong brand identity and visual storytelling.
Our Role
STRATEGY
- Account Planning & Strategy
- Global Qualitative Testing
- GTM, Campaign & Communications Strategy
- Brand Rollout & Training
- Information Architecture
- Voice & Tone Development
DESIGN
- Brand Refresh
- Brand Identity & Design Systems
- Custom Typeface
- Content Ideation & Art Direction
- Custom Icon Library
- Logo Design
- Motion Design
DEVELOPMENT
- UX Strategy
- Modular Component System
- Website Refresh & Development
CONTENT
- Messaging Framework
- Script Writing
- Content Ideation