Opening
This is the story of a brand that had to catch up to the company it represented.
We’re going to take you inside our decision to rebrand, the meaning behind our new symbol, why we chose this moment, and why we’re not afraid to disrupt the industry we work in.
Because for years, we’ve been building something advanced, effective, and transformative. An operating system designed to dismantle outdated approaches and give companies control. But from the outside looking in, you wouldn’t have known it. And that gap between perception and reality became impossible to ignore.
Section 1: Why the New Brand Reflects IRYS’ True Identity
When IRYS started, we didn’t fit the mold. We didn’t want to. We were AI-native when most platforms were bolting it on. We put infrastructure and data quality first while others chased flashy features. Our ambition was never to keep pace, it was to lead.
But here’s the truth: our brand didn’t lead. It felt… fine. Safe. Like it belonged to the same world of legacy systems we were working to replace. That disconnect became the tension we lived with every time we put our name out into the world.
We talked about it a lot internally. Could we create a brand that matched our edge, our relentlessness, our refusal to settle? Could our visuals communicate the same forward energy our operating system delivers? These weren’t hypothetical questions. They were the starting point of a process that would pull apart every visual choice we’d made before and rebuild it with intention.
The first time we saw the new brand in full, it wasn’t just approval. It was recognition. We’d finally put our real face forward.
Section 2: The Power Behind the Brand and Why
We didn’t want a brand that just looked good. We wanted one that would hit with the same force as the work we do.
It begins with a logo built for impact: a central circle surrounded by squares, IRYS at the center of a connected ecosystem. That circle stands apart, representing our human-centric core, and when paired with the bottom square, it nods to the lowercase “i” from our old brand. The way the squares align and move reflects how we take chaos and transform it into connection.
From there, the rest of the system took shape. Our photography balances the abstract and the literal. The literal to show the people, the work, and the transformation in action, and the abstract to spark ideas, ambition, and forward motion.
We chose colors with conviction. They don’t whisper. They speak with purpose, brazen when we want to stand out, grounded when trust matters most.
Our typography speaks up too. It’s confident and decisive, with the weight to lead the conversation instead of following it.
And we designed this identity to provoke, not just impress. It challenges the “good enough” mindset and invites anyone who sees it to think differently about what insurance technology can be. That spirit carries into our operating system interface, which is designed to lead—innovative in function, transformative in experience, and unapologetically IRYS.
Section 3: Why Now Was the Time
There’s never a perfect time to rebrand, but there is a right time. Ours came when the pressure between our true identity and our old appearance became too much to ignore.
We’d built something unique in the market. Our team was aligned. Our vision was sharper than ever. And the industry was shifting fast. Leaders were being pushed to deliver more, faster, with less room for error. “Fine” was no longer acceptable, and we’d never believed it was.
We knew if we waited, we’d be holding ourselves back. The decision became clear: either we keep showing up in a voice that doesn’t sound like us, or we step into our own and let the market feel who we really are.
Section 4: Why We Are Challenging the Status Quo
Insurance is an industry where tradition runs deep. Sometimes that tradition brings stability. But often, it’s a cover for not moving forward.
Legacy technology has a way of holding businesses hostage to outdated processes, brittle integrations, and incomplete data. Over time, it convinces people that “fine” is all they can expect.
At IRYS, we’ve never been comfortable with fine. We think fine kills progress. Our new brand is built to stand out from the endless sea of muted blues, forgettable logos, and generic promises.
It says what our operating system has been doing from the start: breaking barriers, giving people control, and redefining what’s possible. We’re not here to fit in. We’re here to lead forward.
Closing: A Mission Made Visible
Our mission is to build transformative technology that defies inefficiencies, empowers businesses to take control, adapt to complexities and inspire growth.
Now you can see that mission in every part of our brand.
The IRYS name, symbol, colors, and voice aren’t just decoration. They’re a promise. A commitment to keep building, keep challenging, and keep shaping the future we want to see.
If we expect our clients to step out of line and challenge the status quo, we have to do it too. This rebrand is us doing exactly that and it’s only the beginning.
If we expect our clients to step out of line and challenge the status quo, we have to do the same. This rebrand is us doing exactly that, and it’s only the beginning.
