InterDynamics

EXPERTS IN HUMAN FATIGUE RISK AND DECISION SUPPORT

Creating clarity from complexity for a global decision support leader

LloydGrey rebranded InterDynamics to unify its services, reflect its unique philosophy, and position the business as a global leader in complexity management.

The challenge: Unifying siloed services under one clear brand

InterDynamics is an Australian-based global leader in decision support methodologies, including fatigue risk management and logistics simulation modelling. Over two decades, the company had built an enviable client base and developed innovative products—but its brand had grown in silos. Each of its key service areas operated independently, with minimal crossover and little visibility of the company’s broader value.

In 2010, InterDynamics approached LloydGrey to help mark its 20th anniversary with a refreshed brand that would unify its product suite, clarify its holistic approach, and position the company as a ‘Category of One’ in a highly technical and niche market.

The strategy: A brand architecture to reflect systems-thinking

To realign the brand, LloydGrey first conducted in-depth discovery to understand InterDynamics’ core philosophy and unifying themes. A recurring idea emerged: the company’s ability to balance logic and empathy, originally expressed in its yin-yang-inspired identity. From this, we developed a brand architecture that gave each product and service its own identity while maintaining coherence under the InterDynamics umbrella.

This architecture formed the backbone of a repositioning strategy that clearly communicated the company’s holistic, interconnected capabilities and helped move it beyond simply being seen as a software provider.

The identity: Visualising complexity, clarity, and connection

We crafted a new brand identity using abstract, organic visuals that symbolised systems-thinking, interconnectivity, and insight. These mathematical, algorithm-generated graphics were designed to express the company’s depth of expertise and ability to navigate complexity—a key point of difference in a marketplace often dominated by flat, blue-toned corporate design.

The colour palette of warm reds, oranges and yellows gave the brand distinctiveness and energy, with each product represented within a related but clearly defined style. The original logo was respectfully refreshed to align with the evolved expression of company values.

The rollout: Bringing the new brand to life

The new brand was rolled out across a comprehensive suite of materials, including a website, marketing communications, stationery, datasheets, and product collateral. The new site positioned InterDynamics as a forward-thinking, high-value partner for clients navigating complex organisational challenges.

Every brand touchpoint reinforced the company’s value as a leader in decision support—and reflected its evolved promise: creating clarity from complexity.

The results: A cohesive brand with global impact

InterDynamics now stands as a unified, world-class brand that clearly communicates its integrated services and unique systems-thinking approach. The rebrand elevated perceptions of the business, improved engagement with clients across sectors, and positioned it for further global expansion.

The identity continues to express the company’s multi-dimensional thinking and has become a strong asset in building meaningful connections with both new and existing clients.

“We were stunned at how well LloydGrey understood. We loved their design methodology and were very excited by the initial thoughts. The greatest value added was in corporate rebranding – images, messages and coherence.”

Owner — InterDynamics