We make your world a safer place


Hulsbosch was appointed to evolve IAG’s (Insurance Australia Group) existing look and feel, and add more definition to their brand story.

Rapid change in category saw IAG embark on a brand review to reaffirm and align to the company’s purpose ‘we make your world a safer place.’

This allowed IAG to tell a stronger company story across its communication channels, and maintain relevance and engagement for its internal and external audiences.


The IAG brand is modern and eye-catching for everyone within the IAG corporate family – no matter their location or operating brand association.

The creative result is a cohesive suite that responds to the demands of brand versatility, where it needs to operate in a range of environments including digital and new technology innovation in the future.


Guidelines were developed by Hulsbosch to support ongoing implementation and in particular an internal launch of the brand to the IAG community in line with IAG’s move to their new Sydney office at Darling Park, NSW.

'We saw this brand review as a significant opportunity to reaffirm and align to our purpose by telling the IAG story more clearly, and to develop a simple, flexible visual identity.'

Brent Smart, Chief Marketing Officer