relayr | Naming, CD and Website

From Startup to Global Player - Naming, MVB, Website and Continuous Brand Building for relayr

Katja Wenger, Co-founder & Creative Partner
by Katja Wenger, Co-founder & Creative Partner

relayr is a client to whom we feel a special bond – and whose success story fills us with a little pride. In 2013, the founders of the Internet of Things (IoT) startup, then named iThings4U, approached us to support them in the creation of their investor pitch deck. We not only created an eye-catching key image that visually represented the then-new topic of the Internet of Things, but also proposed a new name: iThings4U became relayr.


Our first minimum viable brand

A catchy key visual and a new name had laid the foundations for relayr’s journey, but a successful investor pitch requires a strategic visual identity, despite the provisional nature of startups. However, relayr was yet to get off the ground, consisting simply of one business idea and three experienced founders. A classic branding process would have been too costly – and also resulted in failure, as would later become apparent – there would be a few business model “pivots” yet to come. Accordingly, we developed our first Minimum Viable Brand, based on our signature think moto discovery workshop, which we would repeat twice over in the years to come, namely whenever the business strategy fundamentally shifted.


„Thank you for guiding us and creating a name to remember! Your creativity helped bring us into the world, give us shape and meaning! It was always a pleasure working with your team!"

– Jackson Bond, Co-Founder & Head of Product, relayr

Global player in the IIoT area

Today, five years later, relayr has become the leading innovator for the Industrial Internet of Things (IIoT) and offers the most comprehensive solution for risk-free digital transformation. relayr gains unique insights from data in existing industrial equipment or production lines, which its clients can draw upon to achieve economic success. Today, relayr is trusted by hundreds of companies worldwide. In September 2018, Munich RE acquired 100% of the shares in relayr for USD 300m.


More about this topic

You can find out more about Minimum Viable Branding here.