By drawing from the metaphor of a catalyst, that is, a substance that creates change by remaining strong and independent, we developed a brand mark and pattern device with meaning that mirrored the role IPA play between the public and private sectors.
The introduction of black and white abstract imagery, a strong colour palette and bold typography gave strength and movement to the brand, reinforcing the brand’s values of credibility, connection and pro-activity.
The identity provides flexibility and diversity across a brand with many customer touchpoints and reinforces their strong industry positioning in a modern and innovative way.