Infoprojects, a major player in the CMS-industry in The Netherlands, became part of the Böschen IT Investments (BITI) portfolio. Time for an alignment and to take another at the brand, it's core and the possibilities. We consulted BITI and Infoprojects, offering their CMS-package 'iprox', on a brand transformation towards 'iprox.' This project involved a couple of workshops and interviews, design sessions and some mock up design.