Insure My Business has been providing specialist insurance since 2012, growing into one of the UK's most trusted brokers across commercial, landlord and niche markets. Referred to me through an existing contact, they came with a clear problem: their main brand and six sub-brands had grown independently, with no visual consistency between them. Customers had no way of knowing these products were all part of the same group.
Rather than designing seven separate logos, I proposed a brand system built around a single parent identity. The IMB hexagon logo was refreshed and became the foundation — its six facets each assigned a distinct colour, one per sub-brand. Each sub-brand then received a bespoke icon in its corresponding colour, making the family relationship immediate and unmistakable.
This approach kept the system manageable and scalable. Adding a new sub-brand in future simply means picking a new colour and designing a new icon — the parent identity never needs to change.
Alongside the brand work, I collaborated with Bigger Bang Creative on the IMB website redesign, carrying the new identity through to digital — responsive across desktop, tablet and mobile.
The full brand system and updated website launched in 2025, giving the IMB Group a cohesive identity across all seven businesses for the first time.
