Ignite by Igloo — Zheng Joo

Digitise the insurance agent channel in Vietnam with a new strategic rebrand and platform design

CLIENTIgloo, Singapore /Vietnam/ Indonesia

YEAR
2022

SERVICE
Audit, Strategy, Digital Branding, UI

CONTRIBUTIONS
LOGO ANIMATION BY CHNG WOON CHIEN
UX DESIGN BY IGLOO’S PRODUCT TEAM

In a rapidly digitalising insurance market, Ignite faced the dual challenge of empowering over 22,000 agents in Vietnam and Indonesia to stay competitive and relevant, while also addressing the lack of differentiation between Igloo as the masterbrand and Ignite as the product brand. With customers increasingly opting for online insurance due to convenience and variety, Ignite needed to bridge the gap between traditional sales methods and the evolving digital landscape.

SOLUTION
Ignite by Igloo empowers insurance agents through digital upskilling and streamlined tools, offering 30+ plans across 7 categories from 10+ insurers. We crafted a bold new brand strategy and visual identity—rooted in emergence and growth—aligning closely with product design to create a cohesive, differentiated platform that turns complexity into clarity and fuels agent success.

From A Starting Point To Infinite Possibilities

To address the challenge of brand differentiation from Igloo, a new strategy was developed for Ignite. The design concept, inspired by volume, emergence, and expansion, visually communicates the platform’s ethos: there’s always more—more growth, more potential, and more opportunities. While retaining a connection to the Igloo masterbrand, Ignite’s refreshed identity establishes its own unique presence, clearly distinguishing it as a specialised solution for insurance agents.

Digital

The last thing we wanted was for the visual identity to make promises the product failed to deliver. So, I worked shoulder-to-shoulder with Ignite’s product team, building the brand UI and UX in parallel.

The new visual identity embodies passion, focus, and continuity, suggesting that progress is constant and there is always room for growth. By transforming complexity into simplicity and enabling agents to focus on what matters most—building relationships and closing sales—Ignite now stands as a distinct, empowering catalyst for growth and success in the insurance sector.