New brand identity wins gold

New brand identity wins gold

We are delighted to announce Insignia Financial, in partnership with Principals brand agency, has won Gold at the BETTER FUTURE Sydney Design Awards 2022. The Gold award is for the ‘Graphic Design – Identity and Branding – Finance’ category – for the Insignia Financial brand launched in February 2022.

Following the May 2021 IOOF acquisition of MLC Wealth, a new company name, Insignia Financial, and accompanying corporate brand was created to capture the transformation, renewal, and growth of the organisations coming together. Working closely with Principals, the Corporate Affairs & Marketing team developed a new visual identity, creating a fresh and inspiring brand to resonate with its own people and all Australians.  

Sawsan Howard, Insignia Financial Chief Corporate Affairs & Marketing Officer, said: “To better reflect who we are as an organisation and our focus on creating financial wellbeing for all Australians, we changed the name of our enterprise brand from IOOF to Insignia Financial last year. 

“Rebranding a 176-year-old institution is a bold move and we’re extremely pleased to have had Principals join us for this part of the journey. They exceeded our expectations, delivering a new brand that speaks to confidence, distinctiveness, and creativity. Principals also provided the tools to enable us to embed our new brand into the organisation, laying the groundwork for a bright future.

“As part of the design challenge, we wanted to be visually bolder in articulating the new brand – to be impactful and distinctive, while remaining respectful to our heritage. The Insignia Financial logo is a true example of paying tribute to the past – incorporating the IOOF rings with the MLC egg, while reimagining the future, with the green hues representing newness, prosperity, and growth.”

Principals was a standout in the award category, ‘Graphic Design – Identity and Branding – Finance’, through its development of creative and innovative design in the traditional or digital visual representation of ideas and messages for the new brand identity for Insignia Financial.

Simon Wright, Principals Executive Creative Director, commented: “We are thrilled to have received the Gold award for our work on the Insignia Financial brand. Our brief was to create a new brand identity using an already designed logo – one that would tell the story of the organisation’s transition and represent a sense of belonging, future-focused, and uniquely unexpected. 

Read the full media release.