ipac Securities

Client: ipac Securities

Task:   Brand strategy and activation


ipac, one of Australia’s largest and most innovative financial advisory firms, was losing relevance in an increasingly competitive market. Our task was to reinvent and re-deploy ipac’s brand value proposition.

Re-defining the customer value proposition

Working with the executive team and broader internal and external stakeholders we undertook extensive primary research to uncover ipac’s true enduring essence from which we could build a more meaningful, powerful and relevant proposition.

Our main insight centred on the authentic reality of what ipac can truly promise;  the ability to help people live a life enriched. Whilst the competition promise the earth ‘tomorrow’ we wanted to engage stakeholders in the present tense.

We launched the new positioning and brand strategy at the ipac annual conference, supported by an inspiring David Wenham narrated video, written and produced by 12below.


The work proved inspiring for both staff and clients alike, leading to a new identity, brand campaign and a restructuring of their ‘next-generation advice’ models which represent the heart and soul of their business.