The Challenge

IG had undergone a global rebrand and needed an in-house creative team to bring it to life — consistently, commercially and at scale. The challenge wasn't just applying a new visual identity, it was building the systems, thinking and creative output needed to carry a financial brand into its next chapter. Every piece of work had to balance brand integrity with commercial performance, across a business that had been dormant for years.

The Approach

As one of the first designers in a newly formed in-house creative team, working alongside agency partner Otherway to extend and operationalise the rebrand across every channel and touchpoint. The approach was always brand-led but commercially minded — strong visual concepts built to work through the funnel, from awareness to acquisition.

• Brand Identity & Systems
  Helped embed and extend the new IG identity across the business, developing the design systems and processes needed to maintain consistency at scale. Every asset built to the same standard, whether it
  was a social post or a full campaign execution.
  
  

• Strategic Campaigns & Disruptive OOH
  Developed and delivered campaigns that pushed the brand into new territory — bold, disruptive OOH
  work designed to cut through in competitive financial markets, alongside strategic digital campaigns built
  around clear audience insight. Work that didn't look like financial services advertising, because it wasn't
  supposed to.
  
  

• Performance & CRM Creative
  Brand thinking translated into performance creative — visually ambitious enough to build awareness, commercially sharp enough to convert. Strong visual concepts designed to work at every stage of the
  funnel, from broad awareness through to conversion.
  
  

• Motion & Social
  Developed motion assets and social content that brought the brand's energy to life in digital environments
  — including AI-assisted asset generation to scale creative output without compromising on quality or
  brand consistency.

Outcomes

The creative work delivered across this period contributed directly to measurable commercial outcomes
— strong visual concepts that worked through the full funnel translated into high performing campaigns, driving an increase in acquisition rates and first trades. Work that proved a rebrand isn't just a visual exercise — it's a commercial one.

Project Highlights & Deliverables

• Brand identity extension & design systems

• Strategic campaign concepting & delivery

• Disruptive OOH creative

• Performance marketing & CRM creative

• Motion design & social content

• AI-assisted asset generation at scale

• Full funnel creative — awareness through to acquisition