Client: Industry Fund Services (IFS)
Project: Brand Identity, Website Development, Collateral Design, Brand Video
Sector: Financial Services

The Objective

For over 30 years, Industry Fund Services (IFS) has been a trusted partner to the Australian superannuation sector, primarily providing back-office B2B solutions to profit-to-member superannuation funds. As IFS sought to establish itself as an independent professional services entity, it became clear that its current brand identity was not aligned with its ambitions or the evolving market demands.

The goal of the rebrand was to:

• Attract new clients while enhancing efficiency for existing ones.

• Showcase new services and initiatives to expand the company’s offerings.

• Shift the focus of messaging towards client outcomes instead of internal capabilities.

• Position IFS as a contemporary, professional firm capable of delivering outstanding value to its clients.
  
  

The Solution

Dovetail collaborated closely with IFS to revamp its brand identity and digital footprint to better align with the company’s strategic objectives. The rebranding effort revolved around a new positioning strategy, a complete visual identity refresh, and the creation of a modern website.

Key elements included:

• Strategic Positioning and Messaging — IFS was redefined with the tagline "Your Super Partner," signaling its role as a trusted advisor and strategic partner. This new positioning reinforced IFS's focus on delivering tailored solutions and driving long-term value for superannuation funds and financial organisations.

• Brand Identity Development — The visual identity was revamped with a vibrant approach, using refreshed colors and a sleek design. The iconic IFS diamond logo was reimagined to represent growth, security, and forward momentum, embodying strength and trust. These visual elements were consistently applied across all platforms, ensuring a unified and professional brand presence from print materials to digital assets.

• Website Development and Design — Dovetail crafted a responsive website utilising Webflow, prioritising user-friendly navigation and robust security features. The design aimed to enhance both user experience and interface, making it simpler for potential clients to grasp IFS's unique value proposition. Notable features included optimised content, rapid performance, and straightforward update capabilities.

• Brand Launch Campaign — A multi-channel brand launch campaign was developed, utilising social media, email marketing, print materials and branded merchandise to spread the new brand message. A launch video helped engage both employees and external partners, building excitement and ensuring alignment with IFS’s new direction. Effective internal communication was vital for a seamless transition, keeping employees informed and engaged throughout the process.
  
  
  

The Result

The refreshed logo and branding have significantly increased visibility, further helping make IFS a recognisable and trusted name in Australia and New Zealand. This enhanced brand awareness enables IFS to support over 20 funds and 6 million members annually. Moreover, the streamlined website has reduced hosting and support expenses, allowing for more strategic allocation of marketing budgets.

Dovetail Brand Engagement are a dynamic branding agency based in Melbourne and Perth, who are also experts in Human Resources. They combine and align the power of both “brand and culture” to transform Australian & International businesses to the next level. If you would like to find out more about how we could “redefine your brand” please click here.