Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Financial Services, Banking, Wealth

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

The 2021 merger of IOOF (an institution established in 1846 to support people’s welfare through mutual aid) and MLC Wealth (a business that can trace its roots back to 1886) created a powerhouse new brand steeped in heritage – Insignia Financial. At a time when many financial majors were exiting the retail wealth management space, Insignia Financial committed to building greater scale. It is now an ASX200 company that helps some 2 million Australians to invest $292.2 billion (as at 30 September 2022) of their wealth. Today, Insignia Financial has the deep experience, skills and growth momentum to help even more Australians secure their financial wellbeing.


With a logo already designed, Insignia Financial asked Principals to create a new brand identity system. Timings were tight, with launch just two months away. Our job was to create an identity that would speak to the Group’s experience and tell the story of its transition. The brief was to position Insignia Financial as a bold disruptor in the wealth sector – a major player not afraid to break conventions.


We brought Insignia Financial to life through vibrancy, dynamism and visual storytelling, creating distinctiveness in a market where traditional brand codes and well-worn stereotypes of wealth managers still prevail. The approach drew upon the group’s distinctive values for inspiration – more human, more future focused and more unexpected.


By working closely with the client and team, we turned around the visual system, narrative and applications on time – creating an inspiring brand Insignia Financial’s people are proud of and can believe in. The new identity, along with digital-first tools, give Insignia Financial’s employees a fresh look and story – and the tools to confidently utilise it.


Client: Insignia Financial – insigniafinancial.com.au

Brand Strategists/Designers: Principals – principals.com.au

Executive Creative Director: Simon Wright
Director of Brand Language: Hamish Cargill
Business Director: Renée Stekel
Account Director: Alissa Dinham
Creative Director: Darren Swain
Senior Designer: Carolina Relander
Senior Designer: Agus Wijaya
Head of Production: David Cunningham
Finished Artist: Benjamin Williams
Finished Artist: Nathan Mcilvain
Senior Writer: Lisa Wilson
Strategy Director: Moensie Rossier
Strategy Director: Wayde Bull