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Branding Integrated

A modern evolution for a leading financial services company

Established in 2010, Integrated have remained committed to offering the highest value products and services across all aspects of portfolio administration. With over $6 billion of funds under management, Integrated realised that their current company branding did not represent who they were and how their business had developed over the years.

Appointing brand and design experts City Hall and Pip N Pop, they engaged with Integrated’s various stakeholders to develop a brand strategy that would anchor the brand and communications around the business premise of what they do on a day-to-day basis; simplify the complexities of portfolio administration for their clients.

Given the simplicity of the brand positioning, it was important that the new logo and brand elements followed a clear design system.  The main goal was to reduce the complexity of Integrated’s previous brand identity, bring in more of the fin-tech themes while elevating it to a more modern and approachable territory.

Taking inspiration from the ‘I’ in the name Integrated, a brand mark was developed that synthesised both the people who work at the company, and the important connections they create with their clients, forming the overlapping letter i.

“The new branding has really helped in setting the strategic business direction for Integrated, as we grow our business into it’s eleventh year. Not only are we excited about our new visual direction, our employees embraced the process of choosing colours and designs in the creation of our new look. It was a real team effort.”

Darryl Johnson, Executive Director, Integrated

Ultimately, Integrated is a brand that lives almost exclusively in digital environments. So, along with a graphic toolkit that influences all of the brand’s internal and external communications, it was important to create almost every facet of its digital presence – from the company’s website, to iconography, animations, and beyond.

The brand will be rolled out over the course of the next few months.


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