With an eighth of the UK population from a Muslim background, the demands of the community are growing. Yet, the need to demystify Islamic finance remains an obstacle to the community's prosperity. Islamic Finance Guru required a rebrand to make Islamic finance accessible, engaging and understandable.
LoveGunn strategised an easily navigable visual system and compelling digital presence based on the core sense of community at the heart of the IFG offering. We distilled the brand into three simple pillars of personal wealth, financial literacy and accessible investment. Leveraging community and sense of mutual responsibility, our strategy set out to create an inclusive, personable and approachable brand experience without falling back on stereotypes or tradition.
IFG is a global network for sharing financial information, expertise and experiences. Not only is its goal to empower the Muslim community, but it also relies on that community to do so.
The LoveGunn strategic vision leverage IFG's strong community to create an experience modelled on the idea of a knowledgeable friend offering resources.
Our approach kept the brand feeling close and relatable while creating a visual system suitable for today’s dynamic financial world. Navigating away from the sterile and transactional models that financial services typically employ, we positioned IFG through its already established trust and goal of collective prosperity.
To encourage and empower a new generation of entrepreneurial Muslims, we created an accessible and approachable identity. We developed a suite of core brand assets, including a vivid and fresh colour palette, whimsical illustration style and a distinct tone of voice which isn’t afraid to use self-depreciating humor as well as embolden and educate.
The new brand is as comfortable and confident recording a podcast as it is going on an Instagram Live. We want every Muslim to feel at home with IFG so everyone can understand the world of Islamic finance.