Firemark Collective

Overview

Firemark is a subsidiary brand created by IAG, Australia and New Zealand’s largest general insurer to shape and lay foundation for future success.

A rebrand initiative to position Firemark as one collective, that include all 3 functions as an ecosystem of support across industry, research (Futures), corporate venture capital (Ventures) and innovation lab (Labs).

Challenges

Firemark as collective

How can we present each function’s capability and showing the complimentary skill sets that contribute to the shared vision. In design direction how can we retain the characteristic of the individual functions and be consistent across the brand.

Prioritisation

The challenge we faced was working with ambiguity and constant change of requirements. In parallel working on the website development, I was task to work on the new brand book and branding collaterals.

Establish ways of working

This new initiative involve many people who we have not met in the company, from a different time zone and first time working together. Thus, we need to be more flexible, observant and getting the stakeholder buy in.

We have a total of 4 designers and 2 developers working on this project. On every milestone we have a quick retrospective on how we can work more efficiently together.

Desgn System

Branding Concept

The String Theory, potential “theory of everything”. A revolutionary theory that has rare ability to incorporate all fundamental forces of nature to describe every action possible in the universe in a single mathematical modal.

Despite the many moving parts and the unexplored, the string theory seems to have it all figured out. And so do we, here at Firemark.

Gravitational Force

Motion

Gravity brings change - it attracts mass, gives weight to them, and enables them to accelerate. Likewise, Firemark attracts partners and ideas with potential to make the world a safer place, giving them weight and accelerating them towards success with our capabilities in research, investment and incubation.

Nuclear Forces

Glowing Lights

The strong and weak nuclear force are critical for the nuclear reaction that powers the Sun, which provides energy to sustain life, and have the ability to hold particles together. At Firemark, we too have the ability to hold different elements together to bring power, life and growth to our portfolio companies.

Electromagnetic Force

Particle

At Firemark, our diversity is our edge. Just like how positively and negatively charged particles interact to form electromagnetic waves; our diverse backgrounds, cultures and talents make us hyper-creative when solving for problems. Together, we are force to be reckoned with.

Visual Identity

Visual Elements

Glowing Lights

Glowing lights encompass the spirit of our brand personality. By meshing the colours together, the result is a stunning display of colours that is energising, vibrant, and positive.

Just as the absence of light is darkness, the absence of innovation is an organisation’s demise. The combination and meshing of different colours is exactly how we innovate in unison as we contribute back to the core of IAG in making the world a safer place.

Patterns in Motion

Patterns in motion are made up of particles that represent each individual in the company. They are born out of a desire to visually express our personality of connected, curious, nimble, and seeking to evolve ourselves. Working in congruence to create new possibilities for the greater success in One Firemark.

The end result looks similar to lines that represent the forces of nature, playfully hinting back at our design concept which is the string theory.

Highlights

Key Designs

IA & Navigation Bar

Taking reference from big company who has different capability, we decided to rework on our sitemap by housing all the functions together at one site. This help users to link the bigger picture together all at once, reduce the cost of site hosting and maintain the consistency across all functions.

The dropdown are designed to include the new logo for each function and short description to help user understand each functions in a quick glance.

Layout exploration

Bringing the brand personality into the design, we explore unconventional layouts that tie together with the story we want to tell. Sometimes using our visual elements and sometimes using the placement of text.

Targeted Connect With Us Form

After combining the functions together into one website, soon we face challenge to design connect with us form. We solve that by introducing the tab design, title of each tab are base on the user needs of contacting each functions. Users has confirm that the design by saying it is very clear and straight forward to use.

DESIGN SYSTEM

Design System &
Collaboration with Developer

This design system was built together with the developers and the designers. We take into consideration of future expansion for the design team, developers and the company by setting a clear and concise foundation. Once we have the hifi or updates we will do a walkthrough to hand over our design to the developers. This design system can also be used for our accelerate programmes, both in figma and codes.

Usability Test

Early Stage Testing
and User Testing

To reduce time, cost and development effort, we conducted 2 rounds of testing with both internal and external users. First, testing design with wireframes, to understand if user are able to grasp the concept of Firemark sub brands. Secondly, testing if the Hifi design works for user and make necessary design changed based on the insights or observation to create better experience.

Others

Brand Book

I was in charge of the scoping and planning for the new brand book that launched together with the new website. I have also facilitated the branding workshops that help the design team to come up with the brand personality, brand colours and font visual applications.

Rebrand and redesign Firemark Collective website