IncQuery
Full rebrand and Webflow experience for research technology platform
A survey programming service quietly grew into a full research platform, and the brand never got the memo. Paper Tiger rebuilt the identity, website, copy, and collateral system so private equity and consulting teams could finally stop squinting.
THE PUZZLE
IncQuery started out programming surveys. Then it kept adding things: AI-powered drafting, analysis tools, a bench of experts who sit inside your project. At some point it became an end-to-end research platform for private equity and consulting firms making decisions with a lot of zeros attached. Nobody told the brand. It still described a vendor, and the site lived on HubSpot in a structure where adding a page felt like filing a permit.
The audience raised the stakes. Private equity and consulting people are professionally skeptical. Their job is to be certain, and they treat anyone offering to help with the same warmth they'd give a stranger selling extended warranties. IncQuery needed to look sharp enough for a diligence deck, clear enough to explain what the platform actually does, and consistent enough that a partner forwarding a one-sheet in Tokyo sees the same company as one reading a deck in Boston.
THE SOLUTION
We started with the brand and let it leak into everything. The refreshed identity is clean, bright, and a little playful, which in a category that mostly looks like a quarterly report counts as a personality. A refined mark, a confident type system, a palette with actual warmth in it, and guidelines written for people who will be using this long after we've stopped answering the email.
The site moved from HubSpot to Webflow, with URL mapping and redirects so the SEO made the trip too. It was built as a modular system, so the internal team can assemble new pages themselves without waiting on anyone. We wrote the copy in-house around the promise the company now makes: always be sure. Then we kept going. Pitch decks for two different audiences, one-sheets, report and white paper templates, email templates wired into HubSpot, ad templates, and a genuinely large library of custom animated visuals that explain the product without anyone having to book a demo first.
THE IMPACT
IncQuery now looks like the company it became. The brand holds from the website to the sales deck to the newsletter to the one-pager somebody forwards at 11pm, which is exactly where most B2B brands come apart. Marketing builds pages and runs tests without a developer, and sales has animated content to show instead of a paragraph to read aloud.
The bigger shift is what category IncQuery lives in. It stopped being a survey vendor and started being a research partner, which is the difference between arguing about price and being trusted with the answer.
IncQuery
Full rebrand and Webflow experience for research technology platform
- Jason Debiak
- Marc Debiak
- Mirko Santangelo
- Zoey Russomano
- Jei Dawnn
- Leonardo Mattar
- Webflow
- HubSpot
- GSAP
THE PUZZLE
IncQuery started out programming surveys. Then it kept adding things: AI-powered drafting, analysis tools, a bench of experts who sit inside your project. At some point it became an end-to-end research platform for private equity and consulting firms making decisions with a lot of zeros attached. Nobody told the brand. It still described a vendor, and the site lived on HubSpot in a structure where adding a page felt like filing a permit.
The audience raised the stakes. Private equity and consulting people are professionally skeptical. Their job is to be certain, and they treat anyone offering to help with the same warmth they'd give a stranger selling extended warranties. IncQuery needed to look sharp enough for a diligence deck, clear enough to explain what the platform actually does, and consistent enough that a partner forwarding a one-sheet in Tokyo sees the same company as one reading a deck in Boston.
THE SOLUTION
We started with the brand and let it leak into everything. The refreshed identity is clean, bright, and a little playful, which in a category that mostly looks like a quarterly report counts as a personality. A refined mark, a confident type system, a palette with actual warmth in it, and guidelines written for people who will be using this long after we've stopped answering the email.
The site moved from HubSpot to Webflow, with URL mapping and redirects so the SEO made the trip too. It was built as a modular system, so the internal team can assemble new pages themselves without waiting on anyone. We wrote the copy in-house around the promise the company now makes: always be sure. Then we kept going. Pitch decks for two different audiences, one-sheets, report and white paper templates, email templates wired into HubSpot, ad templates, and a genuinely large library of custom animated visuals that explain the product without anyone having to book a demo first.
THE IMPACT
IncQuery now looks like the company it became. The brand holds from the website to the sales deck to the newsletter to the one-pager somebody forwards at 11pm, which is exactly where most B2B brands come apart. Marketing builds pages and runs tests without a developer, and sales has animated content to show instead of a paragraph to read aloud.
The bigger shift is what category IncQuery lives in. It stopped being a survey vendor and started being a research partner, which is the difference between arguing about price and being trusted with the answer.
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