2022, SINGAPORE, VIETNAM & INDONESIA

Ignite by Igloo,
Empowering agents to do more.

Role

Digital Audit
Visual Identity Design
Visual Architecture
UI Design
Creative Direction
Design Principles

CREDITS

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

CHALLENGES

In a rapidly digitalizing 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. Agents were burdened by time-consuming administrative tasks, limiting their ability to focus on selling and enhancing customer experiences.

Compounding this was the absence of a clear visual architecture strategy, which caused Ignite to share the same look and feel as its masterbrand, Igloo. This lack of distinction risked diluting the product’s unique identity and its positioning as a transformative platform for insurance agents. Ignite needed a visual identity that not only aligned with Igloo’s overarching ethos but also highlighted its own specific purpose, features, and value proposition.

SOLUTION

Ignite by Igloo is built on the belief that everyone has untapped potential, and the right tools can unlock it. The platform provides agents with a seamless, efficient way to maximize their productivity through digital upskilling and streamlined processes. By integrating 20 advanced features and offering over 30 plans across seven product categories from 10+ insurers, Ignite equips agents to thrive in the fast-paced, digital-first insurance market.

To address the challenge of brand differentiation, a new branding 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 specialized solution for insurance agents.

The last thing we wanted was for the visual identity to make promises the product failed to deliver. So, we worked shoulder-to-shoulder with the head of product design at Ignite, adjusting the visual identity and the product design in parallel. As a result, Ignite’s visual world became cohesive, creating optimal conditions for a strong brand going forward. This 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.