Client
IG
Industry
Overview
Since 1974, IG has been the go-to place to trade and invest. Now industry leaders, their innovative products range from spread betting, CFD trading, and investing, with an unrivalled education platform that serves clients from all over the world.
Our work with IG needed to rethink how they deliver their offer to clients, refreshing the services they provide for their ever-expanding client base.
IG developed their strategy and brand positioning: Inspiring Confidence. With this already in place, we rebuilt IG’s brand expression to speak to their new and existing audiences, creating something scalable and flexible enough to work in every one of their markets across the globe.
IG have a clear role to play in people’s lives: to facilitate opportunities for ambitious people around the globe. No matter your experience, IG are with you every step of the way.
The cornerstone of our ongoing relationship was the goal to instil confidence in users across the entire journey to financial freedom. The path led to a digitally-led experience that could adapt to their diverse set of needs.
There needed to be a fundamental shift in how traders and investors engage with IG.
To move from a reputation of pure function and transaction to something more emotional. Why does someone choose to trade and invest?
We answered with the creative ethos: ‘The home of the ambitious’. A people-first approach, it targets the collective mind of IG users, while simultaneously defining the space they inhabit.
This central idea underpinned all the decisions leading to IG’s evolution, from user group adaptation, to the design principles that govern the whole brand experience.
Instead of changing the brand, we evolved it; building further equity into their logo, colour and typography.
To enable a positive impact across the IG experience, we needed a scalable toolkit that could extend from the smallest interactions to the boldest expressions.
We worked with the IG marketing, design, product and content teams to engineer a toolkit that could do everything. From iconography to illustration systems, motion mechanics and broadcast kits, sonic logo and interaction sounds developed in collaboration with Sonic Minds, the new toolkit delivers the brand wherever it shows up.
IG’s digital language is mirrored in its new identity; a full toolkit that offers brand evolution in all the right spaces. An overall functional but meaningful experience, providing confidence while engaging customers throughout their journey.
The result is a unified IG experience. Whether you’re watching IGTV for the latest market information, researching educational content for better trade market understanding, or even making a trade, the IG brand is there. Giving confidence through a holistic approach for anyone to learn, adapt and grow.
Saffron’s collaboration on IG’s global redesign has been truly transformative. Their talent for synthesising vast amounts of data into insightful creative directions—and translating those into elegant design solutions—perfectly addressed our brief. They successfully evolved IG into a digital-first brand while preserving the essence of our culture—our humanity. The team's passion and dedication exceeded all expectations, delivering exceptional design while cultivating a fun, collaborative, and creative environment for everyone involved.
Leigh-Anne Acquisto
Head of Brand and Product Marketing, IG Group
Related links
IG website
Sonic Minds website
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