Russian computer equipment manufacturer iRU announced its first major rebranding in 10 years. The update to its positioning and visual identity is aimed at strengthening the vendor's status in the B2B market.
The change strategy reflects iRU's transformation from a PC manufacturer to a provider of comprehensive solutions. The company has shifted its focus to a full cycle of corporate client services, including engineering support and service maintenance. iRU's products and infrastructure are now oriented towards key economic sectors: from retail and finance to industry and the public sector.
One of the goals of the rebranding was to shed the historical association solely with personal computers and the retail market. iRU noted:
The company intends to strengthen the brand's perception as a Russian manufacturer of computer equipment for business, which provides customers with predictable deliveries, flexible solution adaptation, and service support at all stages of equipment operation.
As part of the update, a new corporate identity was developed, which is already being implemented in marketing materials and will be consistently applied on the website and product packaging.