Case | idura

Rebranding and rebuilding the digital foundation

We helped Idura (formerly Criipto) with rebranding and migration to HubSpot – with preserved SEO rankings and a setup the marketing team can publish and adapt themselves.

Projektområder

HubSpot, Website

Ydelser

Rebranding, migration to HubSpot

Resultat

Scalable and flexible platform

"Niklas simply has his things under control, and he's very clear about what he can and can't do. He has his area of expertise and is very clear about his role. It's just really cool."

Katrine Thielke

Head of Marketing, Idura

Udfordringen

A heavy website created limitations

Criipto had a website in HubSpot built on a heavy, custom-developed theme that was difficult to maintain and therefore limited their ability to scale quickly. When the IT company decided to change its name and brand to Idura, it wasn't just a matter of a new logo. The entire digital foundation had to be rebuilt while the company remained in full operation.

On top of that came the challenge of timing. The rebrand had to be announced live at their annual event, "Connect," at Bremen Teater. That required a flawless and coordinated "big bang" launch, where the website, domains, and product platforms changed identity at precisely the same moment. There was no room for error, and SEO rankings, tracking, and user journeys had to be preserved the instant the name change was announced from the stage.

The search for a close relationship

Why Itch?

For Idura, choosing Itch was about finding a partner who could be a natural extension of their own marketing team. Katrine Thielke, Head of Marketing at Idura, explains that they deliberately sought a partner that wasn't too big, because that ensures a closer relationship and a sense of being prioritized:

"Our collaboration with Itch is like having extra colleagues who sit in a different office and have a different logo. You really feel like you're being prioritized. It doesn't take five days before someone replies to our email. Maybe 24 hours. We're not standing in line at Niklas's."

Pragmatism and respect

A process free of "agency talk"

Idura had previously experienced agencies that complicated the process and tried to sell solutions to problems they didn't have. At Itch, they instead encountered a pragmatic approach that respected the client's own priorities and technical insight.

"Itch didn't try to oversell us all sorts of extras. They responded pretty directly to: 'Hey, we have a problem,' with: 'We can solve it for you like this.' There wasn't a lot of beating around the bush and a lot of heavy process where we had to hold a bunch of meetings. It was pretty to the point."

Honesty created trust

Løsningen

An optimized backend and a strong strategy

The solution was a complete migration of the website from the old custom theme to a modern, flexible theme in HubSpot. The goal was to create the same user experience, but with a fundamentally improved technical structure.

While the website outwardly retained its recognizable look, the backend experience was completely transformed. By standardizing the layout and implementing global settings, Idura now has a website that's significantly easier to maintain.

An important part of this process was the close collaboration with the client's own web manager:

"Niklas and our webmaster sparred a lot – for example, about what made sense to build as a standard module and what made sense as a custom module."

Technical integrity and precision

Trust in the project was rooted in transparency about what was possible and what required outside help. Niklas's honesty about his own core competencies created confidence in the project management:

"He simply has his things under control, and he's very clear about what he can and can't do. He has his area of expertise and is very clear about his role. It's just really cool."

The execution itself took place via HubSpot's content staging tool, which ensured that the new identity could be rolled out simultaneously across all markets and language versions the moment the name change was announced at Idura's event.

SEO protection and domain strategy
A name change is a critical phase for search engine optimization. We implemented a comprehensive redirect plan for all URLs and migrated all existing tracking scripts and SEO settings to the new setup. Through close monitoring of Idura's SEO health and the use of tools like Morningscore, we ensured that Idura minimized the loss of SEO value and retained as much domain authority as possible during the extensive changeover.

Resultater

From a locked system to a flexible framework

The launch of Idura was a technical success. We made sure the digital setup ran smoothly when the brand went live. A name and domain change is normally a major risk to your SEO, but we laid out a tight redirect plan. That meant Idura carried all its authority and historical data over to the new domain.

Internally, the marketing team has gained an entirely new day-to-day reality. We've replaced their locked system with a flexible framework. Now they can build and publish new pages themselves, without writing a single line of code. Idura hasn't just gotten a new name, but a scalable platform ready for their international growth.

Book et møde

Flawless big-bang launch of new name and domain – with zero downtime or lost traffic

Preserved SEO value through a tight redirect plan for all URLs

The marketing team now builds and publishes pages in HubSpot themselves, with no need for coding