IDU
A 25-YEAR LEGACY THAT LOOKED ITS AGE
IDU has built FP&A software for 25 years — but the brand around it had aged, and no amount of paid media or outreach lands on a dated site. So we started at the foundation: a full rebrand and website rebuild, taking them from "Empowered Financial Management" to "Finance in Flow."
THE CHALLENGE
IDU has been building FP&A software for 25 years. The product is strong, but everything around it had aged. The brand still carried the tagline "Empowered Financial Management," and the website felt dated. Paid media was haemorrhaging budget to bot traffic, and the content operation was draining time and couldn't keep up with what the business needed. For a company with global ambitions, the packaging didn't match the product. But before we could get stuck into anything, we needed to fix the foundation.
THE APPROACH
We started where it matters most: the brand itself. In an age where intelligence is becoming the baseline, we recognised that people care more about ease of use, ease of access, and the feeling of flow. So we moved IDU from "Empowered Financial Management" to "Finance in Flow," using liquid marble as a metaphor for ease — and leaning into that imagery to root a global finance brand in the essence of flow. Seemingly contradictory, but that was the point: finance doesn't have to be tedious or a pain. With the right product, it can be a process of ease. Everything that followed was built on that foundation.
WHAT WE DELIVERED
This is an ongoing, multi-phase engagement. We began with the rebrand, then moved into a full website rebuild because the old site couldn't carry the new identity. In parallel, we began planning how to optimise their paid media and eliminate 100% of the bot activity that had been draining their ad spend. From here, we're building a generative brand asset system: proposals, content, and marketing materials produced at scale within the visual design system we created. Once the image is sorted and the website is live, we're rolling out a full outreach and intake pipeline with agentic automation, integrated into IDU's Microsoft ecosystem via Power Automate for email sequencing delivered through Microsoft servers. The aim: use the power of the new brand to reintroduce IDU to existing contacts within their database.
THE RESULTS
The rebrand is complete. The website is live, and paid media has been cleaned up, with bot traffic fully eliminated — saving significant ad spend. The brand now has a visual identity, tone, and positioning that matches the quality of the product it represents. What's more, the system has been created in a way that AI understands and can reproduce at scale, in multiple different ways and scenarios. Outreach, intake automation, and generative content systems are in active development.
REBRAND
Repositioned IDU from "Empowered Financial Management" to "Finance in Flow." New brand architecture built around liquid marble as a metaphor for ease. New logo, new visual identity, new tone of voice.
BEFORE: THE ORIGINAL IDU BRAND
AFTER: FINANCE IN FLOW
SOCIAL — PLATFORM
SOCIAL — PRODUCT FEATURES
SOCIAL — WHY IDU
LINKEDIN BANNER
EXHIBITION WALL
TEAMS BACKGROUND
BUSINESS CARD — FRONT
BUSINESS CARD — BACK
PULL-UP BANNER
WEBSITE REBUILD
The old site couldn't carry the new identity, so we rebuilt it from the ground up to reflect the rebrand, preview the experience, and set the foundation for the AI-powered systems coming next. It runs on a custom back end shaped around IDU staff's real workflows, making it far easier to update and maintain than the old site ever was. Because we custom-build from scratch — quickly, effectively, and affordably — we could tailor the whole process of maintaining it to IDU's actual needs.
BEFORE: THE ORIGINAL IDU WEBSITE
AFTER: THE NEW FINANCE IN FLOW WEBSITE
PAID MEDIA OPTIMISATION
Audited and overhauled their paid media strategy across Google Ads and social channels. Identified and eliminated 100% of bot activity that had been inflating metrics and burning budget. Real humans, real engagement, real savings.
AI CONTENT & PROPOSAL SYSTEMS
Building a generative brand asset system that produces proposals, marketing materials, and content at scale, all within the visual design system we created. The output looks like the team made it, because the system was trained on how the team works.
OUTREACH & INTAKE AUTOMATION
Full agentic outreach and intake pipeline: paid media, email campaigns, and Google Ads. We also built smart sequencing and automation on the website for intake. All of it integrated into IDU's Microsoft ecosystem via Power Automate for enterprise-grade email delivery.
WHAT'S NEXT
IDU is an active engagement. The rebrand, website, and paid media work are complete. AI content systems and the outreach pipeline are in development. This is what a full-stack bespoke AI engagement looks like: not a single deliverable, but a continuous partnership that compounds over time.