Case Study: ITS Software

ITS Software was fighting Google and Amazon for the same engineers. We helped them win.

Out of this world support.

Google and Amazon were recruiting from the same talent pool, in the same city, blocks away. ITS couldn’t outbid them and couldn’t out-scale them. What they had was something the giants didn’t: a real team, genuine pride in the work, people who held each other accountable and actually liked being there. The problem was nobody could see it. Their brand looked like every other cold, faceless tech company, so top talent defaulted to the names they knew.

My job was to make the culture visible, so the right engineers would choose ITS on purpose.

From Mechanical to Magnetic.

This wasn’t a logo swap. It was a system that ran from internal culture all the way to international software launches. One clear idea, everywhere, so the right engineers felt it before they even applied.

The thing that struck me wasn’t the software. It was the pride. A line started floating around while we worked: their support was “out of this world.” That was the insight. So I built them a universe. Their own characters, a different solar system for each department, each its own world. Where every other tech company looked cold and corporate, ITS looked bright, warm, and human. Approachable on purpose, because that difference was the recruiting pitch.

Everywhere the right people would see it.

A brand only wins talent if talent actually feels it, so I built the identity to show up everywhere a potential hire would encounter ITS. Inside, it shaped the culture and the way the whole team saw itself, across every department and every kind of role. Outside, it ran across their software, their mobile interfaces, their recruiting materials, and the physical spaces where people worked and interviewed. From an international launch down to a business card, it was the same warm, human world, saying the same thing. By the time the right person sat across the table, they’d already felt the difference between ITS and the giants down the street. This was never a logo. It was a reason to choose them.