To brief

/ ‘brēf /


a : to give precise instructions to
b : to coach thoroughly in advance
c : to give essential information to

: to discuss (as a military operation)
in a briefing <briefed the mission>

We are pleased to see you come this far.

The short form that follows is the first step to help us and yourself understand the condition of your brand and establish what can we do to help it grow and evolve.

1 / 9
Who is responsible for the management of your brand?
Brand management department
An external agency
2 / 9
Could the core of your brand be summarized in a single, simple statement, which can be used as a behavioral guideline in any given situation, by anyone associated with the brand?
3 / 9
Do you see your brand as capable of being recognized through its behavior alone, without showing the logo or any other element of visual identity?
4 / 9
If your customer was to describe the most unique feature of your brand what would it be?
5 / 9
How would you describe the importance of this branding exercise?
An identity refreshment to keep up with the trends
A natural response to the evolution of the company
A long-term investment
6 / 9
What will be the most important step for your brand 6 months from now?
7 / 9
What would you like us to achieve for your brand?
Specific scope of work:
I am open for participation in a consultative brand design process.
8 / 9
When are you looking to implement the assigned changes?
Specific deadline:
Unspecified long-term consultancy
9 / 9
What is the budget designated toward this exercise?Understanding your goals and the designated budget allows us to return to you with a customized offer and to mutually schedule project milestones. Having an honest scope of investment on both sides will only improve the design process.
Percentage of quarterly marketing budget:
I am still budgeting / Maybe

Why would anyone dare to pass judgment over your brand by introducing a series of simple questions? Well… you are right. There are no easy answers, no universal guidelines, no brand horoscopes, nor instant solutions. We can’t tell you which character from a book your brand is, but what we can tell already, that there is a lot that can be achieved to improve your brand.

Answering our brief questionnaire must have been quite a facile exercise but a one that proved there is focus and vision behind your brand. I guess the next question is: What is the next challenge your brand awaits? As we are all ears and excited to undertake the challenge together. Excited about the future of this benevolent acquaintance. NECON.

How can we get in touch?


IFW Global

Industry / Location

Cybercrime Investigation & Cybersecurity / Sydney, Australia

Scope of Work

Communication strategy design / Visual identity / Print design & management / Web design & development

“Navigating the inaccessible. Trusted for what is brought to light”. This is how we moved IFW from fear and uncertainty, so popular in communication of cybersecurity market, and offered another perspective. You are not forced to approach IFW because of fear. You come because IFW can be trusted. Because its employees are quiet heroes, fighting complicated cases ranging from closing the operation of a large counterfeit factory to dismantling a human trafficking group.


The company’s success is based on its network of influential connections in the investigative world. This helped IFW pave the way to becoming a truly successful partner of businesses and individuals during their most unfortunate times. IFW is now embracing this success by emphasizing its expertise in the field of private investigation.

The Identity

A glitch effect has become the key visual constant for the brand’s identity. It allowed to expand the brand narrative in a visual form, suggesting a certain viewpoint, where imperfections and security risks are visible – “brought to light” – and may then be fixed.

The print

The IFW glitch has also been transferred onto print, where multiple enrichment techniques have been used to reproduce the same effect in analogue formats.


For the purpose of the website, we have created a custom piece of code, allowing to add the glitch animation to every piece of content, allowing a much more creative approach to building brand narrative.


A complex service with multiple levels of narrative required a set of flexible guidelines allowing a more creative, yet consistent take on brand behavior, copywriting and design.


The accent in communication was shifted from feeding of the insecurity of clients to brand reliability. A multi-level communication strategy helped build strong messages, rich in personality, without having to go into too much detail that is often restricted by confidentiality.