IG is a global fintech leader, offering trading and investing services to clients across 17+ markets. With 50 years of heritage, the business was built for ambitious traders – those seeking opportunity in every market movement. But despite strong commercial performance, the brand was fragmented, functional, and lacked the emotional resonance required to lead in a competitive, experience-driven world.
The Challenge
The challenge was two-fold. First, IG’s brand was fragmented and inconsistent, with each market acting independently. The result was a schizophrenic global presence that diluted impact and drove inefficiency.
To compete at scale, IG needed a single, unified brand that worked across all cultures, platforms, and products – maximising ROI on global brand investment.
Second, the brand lacked meaningful differentiation. In a sea of similar fintech offerings, IG needed a brand strategy rooted in a universal human insight – something emotionally compelling, strategically flexible, and globally relevant. A brand that would speak to seasoned traders in London as powerfully as it did to first-timers in Singapore.
Insight & Solution
We began by consolidating IG into a single, global power brand – one strategy, one voice, one identity. A new brand positioning was developed – “Inspiring Confidence” – reflecting IG’s role as both an enabler of confident decision-making and a trusted partner in navigating opportunity.
A comprehensive new visual identity and expression system was created, designed to flex across markets and audiences. Toolkits were rolled out globally, alongside the training of 2,000+ employees to ensure every touchpoint consistently brought the brand to life.
Crucially, the strategy was future-proofed – allowing for product diversification, market expansion, and audience growth. IG shifted from being a functional trading brand to an experience-led ecosystem, delivering learning, news, insight and trading in a seamless, multi-platform journey.
Results
- Contributed to the +100% revenue growth to £1B+ p.a over 5 years.
- Contributed to the 44% increase in share price over 5 years.
- 5% year-on-year increase in brand awareness and 10% consideration in key markets.
- Campaign achieved in testing:
- 74% in saliency
- 78% in understanding
- 65% in consideration
By embracing a bold positioning and establishing a unified global brand, IG strengthened its market leadership, delivering exceptional commercial growth and brand impact.
