Revitalizing Sounding Board's brand to bridge the leadership gap.

IQConnect monitors fleets of networked printers and copiers across dozens of customer sites. The person watching it is a managed-print operations manager, not a power user looking for charts to admire. The telemetry arrives raw: meter reads, toner percentages, polling timestamps, hundreds of devices reporting at once.

Their real questions are short. What needs toner today? What stopped reporting? Where is waste hiding? The old workflow buried those answers in exports and spreadsheets. My job was to turn a wall of telemetry into one or two signals a manager can act on between phone calls, on a tired Tuesday afternoon.

Before the dashboard, the product needed an identity. IQConnect watches connected fleets, so the mark is built from two interlocking loops: the device and the platform, locked together in one continuous link. Black carries the IQ; a single confident blue carries the connection. No circuit-board clichés, no wireless arcs.

The system ships in two lockups: a vertical stack for app icons and product surfaces, and a horizontal lockup for marketing. That same blue, #157FA4, became the product’s primary color, the spine the whole interface hangs on.

The home view answers the manager’s first four questions before they scroll: how many devices are healthy, how many need watching, how many need action, and how much is being wasted. Each number is a ring sized to read from across a desk. Below, two charts give context: page volume over time, and the color, mono and digital split that drives cost.

The dashboard sets the priority; the working views close the loop. Each one strips to a single job, keeps the persistent search and signal tally, and turns a question into a short list a manager can act on.

Managers walk floors, sit in trucks, take calls between sites. The mobile views keep the same signal system and strip each screen to the one decision it serves: the morning health check, a device’s toner levels, the list of machines gone quiet. Thumb-reachable, glanceable, the same language as the desktop.

The work established the design system the product team continues to ship through: a shared library of KPI rings, chart cards, tables, and the green-amber-red signal language. Decisions that used to take an export and a spreadsheet now happen on the home screen. KPI clarity over visual flourish stopped being a preference and became the rule.