Outstanding brands, stand out campaigns.
Outstanding brands, stand out campaigns.


IMG launches its hub and industry award.

Project details
"Free Partners created a brand, identity and website we are proud of. Their work enhanced our professionalism and credibility and gave us the impact we needed. The content and messaging they created is perfect for our audience and, we believe, has elevated the standing of the group."
Verity Blair and Michelle Leach, Founders, Insurance Marketers Group

The IMG had existed for many years as an informal group of insurance marketers who would meet once a quarter to learn, share experiences and network. At these events there would usually be a couple of presentations (which would be emailed to attendees afterwards), but there was no way for members to access historical content, and no central hub to manage membership or announce upcoming events. It was time to give the group some digital infrastructure. But first they needed a brand and identity.

A brand that advances the insurance marketer’s cause

With many in the sector teetering on the edge of digital transformation, the opportunity for marketers to have an impact on the success of their businesses has never been greater. We ran our brand workshops with Michelle and Verity to get to the nub of why the IMG exists. We articulated their vision – a marketing professional on the board of every insurance business – and their mission – to be the watering hole for insurance marketers, providing the time, space and stimulus to help members connect and refresh their thinking.

An identity that keeps things informal

The IMG identity emerged directly out of that mission. Being a fountain means feeding the imagination, having a bit of fun, and making people think. Combining treated photography with graphics, the identity feels alive and playful, effortlessly turning ideas into reality.

A website and award to celebrate young marketing talent.

We designed and built the IMGhub website where members could join and have access to a back catalogue of presentations delivered at the quarterly meetings and keep up to date with the latest events.

In addition, we helped Michelle and Verity bring to life an initiative to raise the profile of young marketers in the industry by launching the IMG Young Marketer of the Year Award in 2020. The award received widespread industry support, and despite lockdown restrictions, the inaugural award ceremony went off without a hitch via a live webcast.

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