The Marketing Lady & Co is pleased to unveil their latest branding and website project for Dublin-based telecoms billing solution provider, iCONX solutions. Whilst the initial brief was to relaunch their website, it was decided early in the project to extend it to a full rebrand.

Rebrand and Website Objectives

Established in 2001, iCONX provides interconnect billing and routing optimisation solutions to some of the world’s leading telecom companies.

The primary reason for the rebrand and website relaunch was to ensure their unique market position was clearly communicated to the multitude of decision makers and influencers within their existing key accounts, and potential new clients. Secondary to that was the need to have a new website which was mobile-friendly and could be maintained in-house.

Brand & Web Agency Selection

The selection of the creative agency was an important part of the process, and after evaluating a number of companies, Dublin-based design agency Dara Creative was selected. They have a great portfolio, experience in supporting export companies, and demonstrated an understanding of the challenges of iCONX’s growing business.   Furthermore, their design and development process gave confidence that they were the right team to deliver this strategic project.

The Branding Process

The process began with a kick-off meeting between Katrina from The Marketing Lady & Co, Gavin Stewart, Head of Sales & Marketing at iCONX and the Dara team, after which Dara conducted a full evaluation of the iCONX competitor landscape. Based on this evaluation and further internal discussions, the following brand values were agreed:

Specialist – Client Focused – Personal – Flexible – Precision

The next step was to revisit the logo. At this point, Dara recommended a revised company name from i-conX to iCONX, and created 3 news logos – one close to the original, one slightly different, and one completely different. After another internal discussion supported by client feedback, the company name modification was warmly received, with the preferred design being the logo closest to the original to not lose the existing brand equity.

Bespoke Photography Key to the Website Design

Whilst Dara got to work on the site-map and initial wireframe designs, we completed the baseline copy ensuring the revised brand values were clearly communicated.

We also wanted the brand values to be communicated visually through the website design, and felt bespoke photography was the ideal way to do this. A day-long photo shoot at the iCONX offices was therefore set-up with the objective of capturing a typical day at iCONX.

Whilst the design and messaging were seen as critical to the project success, the more technical requirements to be met included a custom-built CMS which could be maintained in-house (drupal was selected), fully responsive for PC, tablet and mobile visitors and with full SEO support to maintain iCONX’s search engine rankings.

After a lengthy but thorough design and development process, the website was launched in July 2015.

Client feedback

Gavin Stewart, Head of Sales and Marketing at iCONX comments “The website is exactly what I was looking for, and I can confirm on behalf of the entire executive team, that we are delighted by the results – and our clients love it too! This was a high-visibility project; Katrina travelled regularly to Dublin and worked closely with the web agency in Ireland to ensure our expectations were met”.

On working with The Marketing Lady & Co, Gavin adds “We have an ongoing relationship with Katrina to provide iCONX with wider marketing support. Now that the website delivery is behind us, we are looking to Katrina to guide the development of content to keep our website relevant, a new product launch and key account marketing“.

To view the website, please visit
To find out how The Marketing Lady & Co can help you to evaluate your brand and launch a mobile friendly website, contact

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