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The Making of botIBI: The Design and Strategy Behind the Persona

IBI Group's Manager of Brand & Creative Strategy, Robyn Gillrie, shares the inspiration and strategic direction behind the firm's new brand persona, botIBI.

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Date

August 7, 2019

IBI Group’s Manager of Brand & Creative Strategy, Robyn Gillrie, shares the inspiration and strategic direction behind the firm’s new brand persona, botIBI.


Robyn Gillrie is the Manager of Brand and Creative Strategy for IBI Group, working on the Corporate Marketing & Communications team at the Toronto headquarters. She is responsible for developing and managing the firm’s visual and brand identity, and is the strategic design lead for the rollout of IBI’s brand refresh and Strategic Plan. Robyn is currently providing creative direction and leadership to the design team responsible for creating botIBI, IBI’s new brand persona, ensuring the design vision aligns with the firm’s growth and brand strategy. Additionally, Robyn leads IBI’s Newsroom Design Team, which develops all visual content for the firm’s social media and other communications channels. Robyn is also the founder of the global graphic design working group, which brings together all creatives across IBI. Robyn has been with the firm for over ten years, originally supporting the Vancouver office before taking on a corporate role. She holds a Bachelor of Design from Emily Carr University of Art+Design in Vancouver.