Industry Fund Services
A bold new brand identity for IFS.
The Objective
For over 30 years, Industry Fund Services (IFS) has been a key partner to Australia’s superannuation sector, providing back-office B2B solutions to profit-to-member funds. As IFS transitioned into an independent professional services entity, its existing brand identity no longer reflected its ambitions or market position.
The rebrand needed to attract new clients, strengthen relationships with existing ones, and shift messaging towards client outcomes instead of internal capabilities. It also needed to showcase IFS’s expanded services and position the company as a strategic partner in the financial services sector.
The Solution
Dovetail developed a refined brand identity that aligned with IFS’s future direction while maintaining the trust and credibility it had built over decades.
The strategic positioning and messaging were redefined with the tagline "Your Super Partner," reinforcing IFS’s role as a trusted advisor.The visual identity was modernised, with a redesigned IFS diamond logo symbolising growth, security, and forward momentum. A refreshed colour palette and clean design approach ensured a consistent and professional presence across all platforms.
A brand launch campaign introduced the new identity across multiple channels. A launch video engaged both employees and external partners, supported by social media, email marketing, print materials, and branded merchandise. Internal communications played a key role in ensuring a smooth transition.
The Result
The rebrand significantly increased IFS’s market visibility, reinforcing its reputation as a leader in the superannuation sector. The brand launch video successfully engaged stakeholders, while the refreshed identity strengthened IFS’s recognition across Australia and New Zealand. Today, IFS supports over 20 funds and 6 million members annually with a brand that reflects its expertise and future ambitions.
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful—something that connects, inspires, and drives real growth - we’re here to bring your vision to life.