IPFA is a membership organisation that facilitates public and private sector connections. As a not-for-profit organisation, their goal is to improve the delivery of infrastructure and energy projects and encourage best practice in the industry.
We were challenged to create a new brand for IPFA, including a brand strategy, communication strategy and brand identity. IPFA’s new brand needed to identify and target their core audiences and deliver content in a tone of voice and format that would optimise engagement.
- Lead time:
- 8 weeks
- Sector:
- Infrastructure & Energy
- Target Type:
- B2B
- Services:
- Brand Strategy & Brand Identity
The brand strategy
We led a number of workshops with IPFA’s stakeholders to understand their core target audiences and how they engage with the organisation. This enabled us to refine IPFA’s member personas and develop a communications strategy for IPFA’s team to refer to when creating content and marketing materials. We delivered a simplified communication strategy in a battle card format, providing a digestible reference point for the team to create consistent and on-brand copy.
Dynamic brand patterns
We produced a set of dynamic brand patterns to increase engagement with the new brand. The animated line pattern is used on the new website to add depth and create a more engaging website design.
Logo
We refreshed IPFA’s logo, giving it a more modern look that would appeal to their target audience.
Colourways
We introduced a completely new colour palette that was designed to stand out in the market and provide a greater level of brand flexibility.
Shape and form
We introduced brand shapes and patterns to add depth and create a distinct look that is unique to IPFA.
The website
Alongside the new brand, IPFA challenged us to redesign their website. They needed a user-centric website that would engage their members and provide access to a broad range of resources including events, webinars, podcasts and white papers. The new website was a huge success, increasing new users by 105% and sessions by 41%.
