IPA
BACKGROUND
IPA is a financial advisory firm that has been in the market for over 30 years. With the intent to attract the next generation of leaders, IPA decided to embark on a rebranding journey to better relate to the new generation.
IPA had multiple audiences that they needed to appeal to. From end user clients to new advisors that they are looking to recruit. We had to close the gaps between identifying IPAs strengths and differentiation factors with their stakeholders needs and expectations
STRATEGY
The company has a strong internal culture that focused on people at the heart of the business. With this forming the DNA of the brand, we used this message to craft the brand strategy.
STRATEGY
The company has a strong internal culture that focused on people at the heart of the business. With this forming the DNA of the brand, we used this message to craft the brand strategy.
TARGET AUDIENCE MOTIVATIONS
IDENTITY
The new identity we created utilised colours and gradient to bring out the essence of the business that matched with their target audience preferences. We wanted to focus on the P in IPA. Which represented a “People within people” concept which was what the company truly focused on. A new tagline was also crafted for IPA – Impacting people always.
To help the brand stay digitally connected, we recommended standard fonts that was easily available on different platforms and softwares to make it easy for the client to create collaterals in the future.
With an intent to differentiate IPA from competitors, we took a very different approach to the photography art direction, something out of the norm for the industry. Keeping the brand DNA of “people at the heart” in mind, we wanted viewers to see a different side of the people behind IPA.
The website was the main destination that IPA wanted to use to introduce the company, people and services they offered. It is the one-stop place that end users, new advisors or existing advisors could access to find information they need.
OUTCOME
Piquant supported the launch of the new brand to their internal team. The session started off with the management sharing their goals and intent for rebranding and Piquant coming in to explain the rationale behind the new identity and emphasized how everyone in the company has a part to play in building the brand.
