Motto
MOTTO® TWENTY YEARS OF IDEAS

(Irys)

Idea worth Rallying Around®

(9/20)

“Step Out Of Line”

VISION

The insurance industry has long been held back by legacy systems, brittle integrations, and a mindset that “fine” is good enough. Irys envisioned a different future: an AI-native operating system that dismantles inefficiency, gives companies control, and transforms complexity into clarity. The ambition was never to fit the mold, but to lead—and to build technology bold enough to redefine what insurance can be.

STRATEGY

While competitors leaned on tradition and safe branding, Irys set out to challenge the status quo. The strategy was to create a brand identity as bold and disruptive as the platform itself—confident, decisive, and unapologetically forward. Every choice, from symbol and color to tone and interface, was designed to provoke thought, inspire ambition, and reflect Irys’ role as a catalyst for transformation in an industry resistant to change.

BIG IDEA

We developed the Idea Worth Rallying Around®: Step Out of Line. It is both a challenge and a call to action—for Irys, for clients, and for the industry. Step Out of Line captures the conviction that progress requires breaking from tradition, refusing “fine,” and choosing better. It positions Irys not as another technology vendor, but as a partner leading the indusrty into a new era of control, confidence, and growth.

Idea People®

  • Sunny Bonnell
  • Ashleigh Hansberger
  • Nathan Holloway
  • Nicole Souza
  • Margot Boyer-Dry
  • Andrew Last
  • Sam Horbury
  • Ankit Gajjar
  • Harry Bearhope
  • Margeaux Giles
  • Lindsey Strong
  • Amber Fetterman