Distinctly data-driven.

Last year, IOOF rebranded as Insignia Financial after acquiring MLC Wealth in May 2021. We worked closely with the business to develop a new data-driven identity for their suite of super, pension and investment wrap products.

Working collaboratively with Insignia Financial, we developed the name – Expand – alongside a unique, bold identity. This included a website reskin, mobile app launch, as well as adviser and client collateral.

We brought the identity to life through generative art, developed using data from some of the multi-manager funds featured on Insignia Financial’s investment menu. We assigned a colour to each data segment, which we then transformed into art using a process of shading, overlaying, blending and texture.

Expand’s identity offers something distinctly different – a light, contemporary and fresh look that clearly stands out in the category.