IG’s mission: be the investor’s champion.
IG had lost touch with the innovative spirit it once defined, becoming perceived as a brand for experienced traders only. The opportunity to broaden its appeal and re-establish its progressive heritage was what drew me in.
Working with Otherway, we created Fuelling your progress — a bold, intelligent identity that brought the new strategy to life through sharp headlines, considered illustration, heroic product shots, and a flexible system. We created a brand that balances editorial intellect with digital intuition.
Alongside this, we built a new in-house creative team to deliver the rebrand with the confidence and quality it deserved.
Rebrand
Campaigns
Digital Marketing
Video
Team LeadershipBrand launch video
We took this opportunity to not simply showcase the new visual system like every other rebrand video does – instead it was a chance to introduce what we stand for – progress. With considered application of new visual assets adding momentum along the way.
Logo for the investor’s generation
A bold and confident masthead that remembers where IG has been, but sets the brand up for the future.
Illustration inspired with intellect
Inspired by the world of editorial cover designs, IG’s illustrations use wit and warmth to bring engaging storytelling to the brand.
Photography championing the investor
Grounded in the strategy of championing investors, the lifestyle photography adopts a subtle editorial portrait sensibility.
Marketing materials
We had only two months to transform and roll out the new brand across all marketing materials from affiliate and social ads, to App Store, and templates across new and existing content channels.
Campaigns
Strong message, simple visuals, strong brand colour. Big impact. With a solid investment in brand presence IG’s awareness and consideration was able to grow from strength to strength. We ran partnership campaigns with England Cricket, and spoke directly to investors across London with major brand takeovers across all rail and underground stations.
The Art of Investing
IG’s high performing podcast – giving insights that make sense of the market chaos – got a whole makeover alongside the rebrand. Taking inspiration from highly regarded educational podcasts we reimagined the cover art to reflect what the audience expects, whilst keeping in line with IG’s new look and feel.
PR stunt
IG has to have guts if it’s mission is to remove barriers that get in the way of investor’s. So how better to call out the BS than literally putting BS on a digi-van right outside Westminster.
