Description:

Ideally grew from a standing start to more than doubling performance in its second year. This makes it one of the fastest growing SaaS technology businesses in the Icehouse Ventures portfolio. This growth was driven by the brand’s ability to enter new global markets and gain traction with enterprise clients. The design and visual identity and brand behaviours gave the business instant credibility and helped teams sell directly to top-tier customers, including Google, ASB, Asahi and Telstra who shared the values of creativity, powerful insights and quality.

Too often, research is used at the end of the innovation process - to validate, not to create. Traditional research is expensive, slow, and exclusive. Ideally was founded to change this. We intentionally positioned Ideally less like a software tool and more like a cultural institution - a place where ideas are lifted up, discussed and championed. Our inspiration came from galleries, libraries, museums and schools of thought - the places in society where new perspectives are welcomed and the power of ideas is celebrated.

Visually, the brand was designed to behave like a cultural institution - bold, flexible, editorial. A generative 'eye' motif became the heart of the identity, representing human insight, observation and iteration. The system was built to flex from product UI to global events, from insight reports to social assets.

Ideally shows how design can be more than aesthetics — it can be the commercial engine of a business. The result is not just a more beautiful business — but a more effective, more loved, and more valuable one, one that is leading a change in their industry with the leading practitioners in creativity, innovation and FMCG. One created with their customers.