Evolving Australia’s largest insurance company

Insurance Australia Group (IAG) is Australasia’s largest insurance provider. It comprises of three distinct categories: Business, Customer and Corporate, each with a different look and feel.

Our challenge was to evolve IAG’s brand identity and unify their brand story, bringing clarity and consistency across all touch-points.

We started by aligning the brand identity with the company’s purpose, ‘We make your world a safer place’. To achieve this, we created a simple graphic system, a single circle representative of ‘your world’. This visual device served to unite the categories and place an emphasis on IAG’s core value of ‘putting the customer at the heart of everything we do’. Our new approach combined strategy and design to deliver a design system with purpose. 

A visual representation of IAG’s unified brand purpose allowed them to tell a stronger company story across its communication channels, and maintain relevance and engagement with its internal and external audiences.

Studio: Hulsbosch