IPF

INTERNATIONAL PERSONAL FINANCE

Aspire training programme

CHALLENGE
Due to business growth, IPF needed more senior managers to help lead the business. And wanted to recruit them from within the business rather than externally.
INSIGHT
The programme was for a select 50, and they wanted them to feel special without creating an elitist group.
IDEA
I created an identity that was a natural extension to the main brand, and a campaign that demonstrated the benefits of the training programme.
THE RIPPLE EFFECT
The training programme was designed to create leaders of leaders - senior managers who would inspire and influence all those around them. So when creating the idently I took inspiration from their existing brand, which uses a pebble shape as it's main graphical device. The effect they wanted these 'leaders of leaders' to have on the business was a lot like the impact a pebble has when it is dropped into a pool, sending ripples through the water.