Informa Financial • Rebranding for Trust
After 25 years as a trusted independent insurance brokerage, Informa Financial was ready for their next chapter. They had the expertise, the relationships, and the vision, now they needed a brand identity that could match their ambitions and help them stand out in a competitive landscape.
Timeline
2 months
Role
Brand Designer
Industry
Finance & Insurance
Brand Design
Visual Identity
Strategy
Honouring the past, building for the future
Informa had always been rooted in what felt authentic: their IFI monogram, classic serif fonts, and trusted corporate blue. These elements had carried them through 25 successful years. But as they looked toward their future goals, they recognized an opportunity to evolve into something even stronger.
The question was: how do you modernize while staying true to who you are?
Finding the right direction together
The turning point came during an exploration phase. The client was experimenting with ideas, including an AI-generated concept, searching for what felt right. That openness created space for a collaborative conversation about what their brand truly needed to communicate: confidence, trust, and guidance.
I introduced a strategic approach: start with abstract forms that incorporated their familiar IFI, then gradually explore fully abstract pictograms, each grounded in meaning: Protection. Connection. Growth. Stability.
When they saw the possibilities laid out with clear rationale behind each concept, the path forward became clear. The symbol they chose wasn't just aesthetically strong, it told their story.
A complete
brand system
The final symbol balances protection with connection, all within a frame that suggests both stability and forward momentum. Paired with Literata, a sophisticated serif that bridges classic and contemporary, and an evolved blue palette with depth and contrast, the brand achieves timeless professionalism with a fresh perspective.
The result
What began as an evolution became a transformation, one that the entire team embraced with confidence. The new brand positions Informa alongside the industry leaders they admire, while staying true to the values that built their reputation over 25 years.
Watching the client's confidence grow as they saw their vision come to life was very rewarding. Once they understood the strategic foundation, they moved forward decisively, no second-guessing, just clarity and excitement about their next chapter.
