INTURN

A leader without a story to match

INTURN created an eponymous centralized platform for off-price retailers to buy and sell excess inventory. The vision was clear, and the client list included some of retail's biggest names, but the value proposition and identity never caught up to the product itself.

While INTURN was working with major retail brands and receiving backing from prominent investors, it positioned itself as a fledgling startup in the software space. The messaging stayed generic and unfocused, undersold what the platform actually did, and left every stakeholder guessing at the value. Ruckus was engaged to create a core set of values that spoke to INTURN's audience and to redesign the flagship website to position the brand as the disruptive market leader it is.

Untargeted value, unclear stakeholders

INTURN's value proposition was not targeted to specific stakeholders, leaving descriptions of the platform and its solutions broad and unfocused. CFOs, COOs, and CIOs each face different problems, financial, technical, or operational, and none of them had a clear reason to care about what the platform solved for their own role in the business. The brand needed to define value to target audiences and grow out of startup mode.

A brand built stakeholder by stakeholder

Ruckus strategists, designers, and copywriters led the INTURN leadership team through a series of interactive, guided workshops to extract key insights, understand the market, and define goals and KPIs. A brand snapshot then set visual and tonal directions, and a value tree connected the platform to what each buyer actually needs: better margins, more volume, improved liquidity, visibility, analytics, and a real system of record for every deal.

A refined list of what INTURN is and is not gave the team language to hold onto: collaborative, transparent, disruptive, and a partner, not a marketplace, a broker, or a nice-to-have. A new mission statement captured INTURN's goals and methodology, and the finished brand story positioned the platform as an industry necessity that functions as an extension of off-price retailers.

A website that shows the platform before the demo

The old site looked great but lacked clarity and resonance. It portrayed a company focused on fundraising rather than solutions, and it offered no transparency into what the platform looked like or how it operated, leaving everything to gated assets and demos.

Ruckus rebuilt the website from the ground up, starting with MVP workshops where features and user experience requirements were agreed, then wireframes, a style tile that added new colors, iconography, and interactive elements to INTURN's legacy brand, and a series of custom stylized platform screens that illustrate the operational use of INTURN. Live photography and a new palette give visitors a real look at the product, in a modernized design deployed responsively across web, mobile, and tablet.