Cut Through for Iconx


Iconx Limited has developed the world’s most advanced automated key cutting machine. Partnering with major UK retailers under the brand name, My Key Machine, the company has a vision to be a worldwide leader in key cutting and vending automation.


Brandwalk visuals for My Key Machine


Brandwalk’s challenge was to develop a strong brand identity and clear customer proposition for My Key Machine to drive awareness, sales and market penetration.


Our work involved in-depth consumer research over a number of brand development phases; brand positioning; logo and identity/machine livery and user interface design. For the development of the marketing strategy, our work involved audience segmentation; market analysis and competitor benchmarking.

Using rich consumer behavioural insight, we developed a clear value proposition for My Key Machine and identified a number of valuable use cases. Our creative team developed a new logo, machine livery and marketing strategy.

We then applied the new identity to point of sale literature, machine UI, graphics, animation and bespoke retailer promotions.

Collaboration Image Caption
Brandwalk conducted extensive research to distil a clear value proposition for My Key Machine


  • Brand Strategy:

    Brand Positioning, Brand Architecture, Identity & Logo Design

  • Audience Research

    Customer Research, Market Sizing & Opportunity, Target Audience Profiling

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  • Product Design and UX Design

    Machine User Interface, 3D Product Design & Machine Livery

  • Communications & Marketing

    POS Literature, Advertising & Merchant POS Promotions

“In the past 10 years, I have not come across a more professional company. Brandwalk constantly go the extra mile, and always deliver above and beyond my expectations.  Their approach to projects is meticulous, with every objective being met on time and within budget. I will use Brandwalk’s services for years to come.”

Karl Teulon,

Chief Marketing Offier

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