IMF Group specialises in steel construction, mine services and design solutions.

Requiring a brand and website refresh to future-proof the company’s identity, IMF also sought to communicate key messages to potential clients and prospective employees.

We collaborated to develop a brand reflective of trust, expertise, capability and professionalism.

Branding

Simple, bold and robust, the identity is at home in the steel fabrication world, while also standing apart from competitors.

Crossbar serifs impart an overall sense of stability, reminiscent of the structural steel I-beam — a material essential to IMF’s work. The “I” is also a flexible visual device that provides varied possibilities for execution across brand collateral.

Website

Website design features prominent inclusion of the IMF blue and complementary highlight colours. Language focuses on central brand pillars of safety, excellence, openness, simplicity and teamwork.