After a management buyout IFG International needed to rebrand its entire business with a new name and a new identity. They needed a brand that would give them a point of difference in the trust and corporate services sector, a brand that would give them ‘edge’. IFG also wanted to build on the strength of the relationship between its employees and their clients as well as the fact that the business itself was moving to a new structure, offering all staff members – spread over seven strategic locations – shares in the company, and the new brand had to reflect this.