Value positioning brand refresh
Taking the complexity of the brand identity and the service offering and developing a brand that clearly communicates core values.
IMG provides solutions that help in-house marketing teams work more efficiently. Initially approached to help launch a new service, our involvement quickly evolved into a full rebrand aimed at better communicating the breadth of IMG’s offering.
Marketing is a complex service to sell to clients and a brand needs to be able to communicate this effectively. The firm’s unique perspective had to be represented to better distinguish it from other competitors in the market.
To resonate with fellow marketers, we developed a brand that was both distinctive and engaging, while highlighting the challenges many teams face with inefficient systems and processes. Central to the new identity was ‘Flo’, a flamingo character designed to embody the brand’s personality and message. Flamingos are known for their bold appearance and remarkable balance, but perhaps most importantly, they are not born pink. Their colour develops through what they consume, providing a fitting metaphor for marketing: feed it with quality data, smart tools and clear processes and the results will speak for themselves.
The identity was rolled out across a range of marketing materials, including the design and development of a new website.
A memorable and distinctive brand that sparks conversation and clearly communicates IMG's proposition.
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