Executive Creative Director
//Expertise //Brand Design //Custom Typography //Digital Design
industry // client
//Finance //IFU //Visual Identity
2020—2022
Responsibilities
I led a multidisciplinary team to transform the organization’s visual identity, aligning it with their mission of supporting the UN Sustainable Development Goals through sustainable investments. I developed a strategic creative framework that simplified the brand architecture and introduced a dynamic globe symbol, vibrant color palette, and custom typeface that juxtapose Scandinavian elegance with the vibrancy of emerging markets. Collaborating closely with IFU executives, I ensured the new identity captured their vision while guiding my team through design execution, project milestones, and deliverables. The rebrand launched with significant media coverage, securing a 5bn DKK capital commitment and positioning IFU for their goal of 30bn DKK in investments, demonstrating the power of a purpose-driven and culturally resonant brand identity. We helped their marketing team with the full brand roll-out and delivered guidelines, templates, website design and brand governance support.
Challenge
IFU, a global leader in advisory services and risk capital, has facilitated investments totaling 202 billion DKK across over 100 countries. Dedicated to fostering sustainable development in emerging markets, IFU sought to refocus its managed funds to align with the United Nations Sustainable Development Goals (SDGs). This presented a significant challenge: how to effectively communicate this ambitious pivot while maintaining their reputation as a trusted partner for businesses in developing economies. The complexity of their brand architecture and outdated visual identity made it difficult to clearly convey their mission and inspire confidence in their renewed direction.
approach
To address IFU's challenges, we developed a cohesive strategy to:
Streamline Brand Architecture: Clarify the structure of their offerings to make it easier for stakeholders to understand their role and impact in sustainable investments.
Revitalize Visual Identity: Design a modern, impactful identity that incorporates a dynamic globe symbol, a vibrant color palette, and a custom typeface reflecting the contrasts between Scandinavian refinement and the spirit of emerging markets.
Align with the UN SDGs: Ensure the branding and messaging clearly communicate their dedication to supporting the SDGs.
This comprehensive rebranding effort provided IFU with a clear and visually compelling platform to communicate its mission and engage stakeholders worldwide.
Solution
To transform IFU’s identity and align it with their ambitious commitment to supporting the UN Sustainable Development Goals, we developed a comprehensive rebrand that redefined their visual and strategic presence.
Dynamic Globe Symbol: At the heart of the new identity lies a stylized, dynamic globe symbol. This emblem embodies the intersection of global collaboration and localized impact. Its design reflects IFU’s role as a unifying force connecting Scandinavia’s innovative business practices with the vibrant opportunities in emerging markets.
Vibrant Color Palette: We introduced a fresh and bold color scheme that represents the story of contrasts central to IFU’s mission. The palette combines the refined sophistication of Scandinavian minimalism with the energy and dynamism of the regions IFU supports. This juxtaposition symbolizes the fusion of cultures, ideas, and economies.
Custom Typeface: A bespoke typeface was developed to add a unique and modern aesthetic to IFU’s visual language. The typeface captures the balance between boldness and approachability, serving as a visual anchor that reinforces their credibility while communicating their forward-looking ethos.
Together, these elements create a cohesive and compelling brand identity that tells a powerful story of connection, progress, and purpose. The rebrand not only revitalized IFU’s visual presence but also positioned them as a leader in sustainable investments, effectively communicating their mission to stakeholders and audiences worldwide.
impact
The refreshed visual identity and brand strategy delivered measurable results, successfully aligning IFU’s mission with its bold new direction. Key highlights include:
Launch Success
Secured extensive media coverage, amplifying public and stakeholder awareness of the new fund.
Established a strong market presence through clear and compelling messaging.
Capital Commitment
Achieved an initial capital commitment of 5 billion DKK, surpassing early expectations and signaling strong investor confidence.
Positioned the fund as a trusted vehicle for sustainable investments aligned with the UN Sustainable Development Goals.
Growth Trajectory
The fund is well on track to achieve its ambitious goal of 30 billion DKK in capital, ensuring long-term success and scalability.
Demonstrated the power of a cohesive brand identity in driving global engagement and investment.
This milestone underscores IFU’s enhanced ability to connect global investors with high-impact projects, reinforcing its mission to enable sustainable progress in emerging markets.
Digital design
"Scandinavian Samba"
The Custom Typeface
During discussions with IFU’s CEO about the attributes of the new typeface, we delved into the intricate details of every glyph. Amid the technical back-and-forth, the essence of the rebrand was perfectly captured when the CEO remarked, “This feeling of Scandinavian samba is really what we’re all about!”
Inspired by this sentiment, the design team affectionately nicknamed the typeface "Samba Sans" throughout its development. However, as the project progressed, it was decided that a more formal name, ‘IFU Headline’, would better reflect the typeface’s role as the global voice of sustainable investments. While the name changed, the vibrant spirit of "Samba" continues to embody the typeface, uniting the bold elegance of Scandinavian design with the dynamic energy of the emerging markets IFU supports.
