Evolving Australia’s largest insurance group


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.


Recognised as the main driver of advocacy, brand has never mattered more in the insurance category. IAG continues its work for improved customer and employee experiences, however retains focus on leveraging their brand strength through effective marketing campaigns.

As a digitally-enabled insurer that is customer-lead and data-driven it’s well-prepared for market changes and on a pathway to deliver profitable growth in core markets of Australia and New Zealand.

'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