Naviq

AI-first transformation for every Journey of Joy.

Ambition to action.

services

Brand strategyBrand namingBrand identity

sectors

Technology

Naviq gave IBS Software’s consulting business the independence and confidence to compete on its own terms. A new name, positioning and identity established it as an AI-first transformation company purpose-built for travel, while Journey of Joy brought a more human perspective to how technology can improve every journey.

Previously known as CDX, the business had deep industry expertise but was often seen as an extension of IBS Software. The opportunity was to create an independent company that could combine decades of travel knowledge with AI, engineering and consulting — helping clients modernise operations, improve experiences and unlock new growth.

Our brief was to build the foundations for launch, from positioning and brand to website and communications — creating a distinctive specialist with the freedom to stand apart, and the scale and expertise of IBS Group behind it.

From transactional to transformational.

We started by redefining the role the business could play — moving it from a product-adjacent consultancy to a specialist transformation partner, built around deep travel expertise, strategic thinking and practical delivery. The shift was clear: from transactional to transformational, products to partnerships, services to strategy, and generalist to specialist.

Intelligent navigation.

From there, we created Naviq — a new name and positioning designed to signal intelligent navigation, sector expertise and future-focused guidance. Positioned as a product-neutral transformation partner for travel and cargo, Naviq could stand apart from both IBS Software and the large generalist consultancies it competes with.

We engaged Dusted at a defining moment for our business. Launching an independent technology company with the ambition to lead transformation across travel and hospitality. Working closely with our senior team, Dusted were instrumental in shaping our vision and bringing it to life through a compelling name, positioning and distinctive brand identity. Our name, Naviq captures our purpose, helping clients navigate change by combining deep industry expertise with practical AI capabilities to move from idea to impact, faster. The strategy, creativity and process has built a brand in market that truly reflects our ambitions.

James Blamey

VP Corporate Communications, IBS Software

Core strategy – Journey of Joy.

At the heart of the brand we developed Journey of Joy: an idea that puts the end-user experience at the start of every transformation journey. It gave Naviq a more human and optimistic way to talk about technology — connecting deep domain knowledge and technical expertise with the real-world experiences transformation ultimately creates.

Next-generation identity.

We then translated that strategy into a dynamic, next-generation identity and brand system, designed to feel progressive, distinctive and confidently specialist while retaining a clear endorsed relationship with the wider IBS Group.

We needed to create a distinctive brand that challenged category conventions that felt human and emotive with a clean technical look and feel.

The impact has been immediate. We have a clear, confident voice in the market and a brand that gives our people a shared vision to rally around. With plans to grow to more than 5,000 technology professionals over the next five years, Dusted have given us a strong foundation for that ambition.

James Blamey

VP Corporate Communications, IBS Software

Text graphic promoting a platform for innovation with layered colors.

Geometric shapes in neon green on a dark background.

3-in-1 wireless charging stand for Apple Watch and iPhone.

Black electric SUV with illuminated features against a gradient background.

Stylized letters 'AI' against a blue background with waves.

Smiling man in a blazer with glasses against a colorful background.

Abstract design with red lines on a black background and text.

Close-up of vibrant blue flowers with yellow stamens.

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