For over 15 years, clients like The Bank of England, The Commonwealth and Eurostat have trusted us to transform complex websites, systems and applications.

Elstree, United Kingdom
Founded: 2005
Staff: 35


Technology Implementation
UX & Service Design
Research & Strategy
digital optimisation
content strategy


Bank of England
Sport England
Cabinet Office
Financial Ombudsman Service
Mitsubishi Electric

Sector Experience

Healthcare and Pharma

This promoted content is produced by a publishing partner of Open Mic. A paid-for membership product for partners of The Drum to self-publish their news, opinions and insights on - Find out more

The Institute of the Motor Industry (IMI) changes gear, building a new brand with Cyber-Duck

October 22, 2014

London, August 19 2014 – Award winning digital agency Cyber-Duck announced today that it will be creating a fresh brand for the Institute of the Motor Industry (IMI). The IMI is the professional association for individuals of the retail automotive sector. The organisation sets and promotes industry standards, as well as offering a wide variety of products and services, including IMI Awards Qualifications and Accreditations and the membership MIM magazine. Currently, there is a lack of awareness of the link between some of the sub-brands and the main IMI group itself. Cyber-Duck has been selected to execute a brand overhaul to simplify and amplify the IMI brand, complementing the IMI’s new strategic direction.

In the past, the IMI has created a large number of sub-brands for the wide range of products and services offered to its members and those working in different occupations within the automotive sector. An example of this is the two industry recognised accreditations: Automotive Technician Accreditation (ATA) and Automotive Management Accreditation (AMA). Despite their popularity, these sub-brands could be better associated with the IMI group itself so more automotive professionals recognise the connection. If brands like these were associated with the IMI, non-accredited professionals and even the general public could also view these as an IMI ‘seal of approval’. This would raise standards and improve the public’s perception of the automotive industry, whilst building consumer confidence.

“Cyber-Duck will help to define a new brand for the IMI, providing a blueprint for the future as the IMI re-calibrates how to communicate their range of products and services to their users,” said Danny Bluestone, MD of Cyber-Duck. “Creating a unified, consistent and clear voice across all communications will reinforce the integrity and heritage of the IMI.”

Using their ISO accredited user-centred design (UCD) process, Cyber-Duck will thoroughly research and distil the current brand architecture, to amplify the IMI’s brand in the future and help the IMI achieve full recognition by all as the professional, integral standard of the retail-automotive sector.

The intensive research-driven process is having a clear impact on the new strategic direction taken by the IMI this year, re-considering all current products and services and how they are represented in offline collateral and digital channels. Interviews conducted by Cyber-Duck with a range of different IMI audiences have been providing invaluable feedback on what the industry needs the IMI to provide for them.

“Refocusing the IMI as a future-oriented organisation requires more than a new strategic direction,” Steve Nash, CEO of the IMI said. “The organisation needs a clearer, less complicated way of projecting what it is and what it stands for. Following a competitive tender, we felt that Cyber-Duck were the best qualified agency to help us with the rebranding exercise.”

The project will focus on the definition of a brand strategy to draw together the IMI’s current range of products and services under a single brand, including a single logo as well as consistent photography, typography and tone of voice across all products and services. In addition to providing clear and comprehensive brand guidelines, Cyber-Duck will also advise on the IMI’s brand presentation through offline collateral (brochures, adverts, stationery) and digital channels along with providing further marketing recommendations.

- Ends -

Notes to Editors

For press inquiries, please contact Melissa Lehrer on or +44 (0)781 651 8018.

About Cyber-Duck

Cyber-Duck is a leading digital agency with a world-class reputation that specialises in UX design, responsive web design (RWD), the production of web apps, and SaaS. Established in 2005, the company works with global brands such as GlaxoSmithKline (GSK), The European Union, Arsenal FC and Eurofighter Typhoon. Cyber-Duck blends an accredited user centred design process with lean and agile management and is ISO 9001:2008 certified. The company has won some of the most sought after industry awards including the Webby Awards, Wirehive 100 Awards and BEA Awards, and has been recognised as a Deloitte Technology Fast 500 (EMEA) company.

About the Institute of the Motor Industry (IMI)

The Institute of the Motor Industry (IMI) is the professional body for individuals working in the motor industry and the authoritative voice of the retail automotive sector. The IMI’s aim is to ensure that the automotive retail sector has a skilled, competent and professional workforce that is fully equipped to keep pace with the demands of new technology and changing markets, through careers advice, IMI qualifications, accreditations and membership. The IMI’s Professional Register aims to drive up standards across the automotive industry, providing consumers and customers with added confidence in the industry and the professionals who drive it.