Isabel Group

A visual brand alignment for all business units within Belgium’s leading fintech company.

Woman calling and smiling, representing the new overall branding for Isabel Group

Dot your i’s.
Find out how we took a lean approach to the alignment of a complete brand family.

Isabel Group is a Belgian company founded in 1995 and has evolved into the country’s biggest fintech. The group combines several strong fintech products. But almost every product, brand or business unit has its own branding and way of communicating, making it hard to project a unified and strong image.

Superlab was asked to come up with an approach for a pragmatic brand alignment. Using strong elements from current visual identities we developed a coherent and flexible design system, allowing all brands from the Isabel group to communicate in a similar fashion.

What we did

Brand strategy | Visual identity | Naming workshops

Two men discussing the project at a table. Coffee, glasses and phone on table

Well begun is half done.
Defining the brand strategy

During this first step we organized a brand architecture and brand affinity workshop. The purpose was to get a complete and detailed view of all the business units within the Isabel Group and their relation to the mother brand. Together with all the important stakeholders from the group we set out the roadmap, identified every possible pitfall and defined the next steps in the rebranding.

Before

after

Before

after

Rollin’ out.
Visual identity

After establishing an overall brand design system, we created a unique image mark for every business unit, accompanied by their own colour scheme and visual patterns.

Overview of the rebranding done for Codabox, Bookmate and signhere. Showing a landingpage, icons and colours

Isabel of the ball.
Finishing off the brand alignment with a comprehensive style guide

Clearfact identity guidelines - cover showing logo and versionClearfacts view of landingpageClearfacts design systemClearfacts coloursPonto identity guidelines - cover showing logo and versionPonto logo guidelinesPonto photographyPonto logo iconsSeven logo iconsSeven identity guidelines cover showing logo and versionSeven landingpage

And don’t just take our word for it…

“We are extremely proud of our fresh new colors and sleek icons that accompany our different brands. You can see at a glance that they are part of the same family, while retaining their own unique identity.

The collaboration with the creative minds of Superlab was very transparent and smooth. Moreover, the rebranding was delivered quickly, which we are naturally very happy about.”

- Daphné Lammens, Communication Officer at Isabel Group
Yellow, purple and red triangles

And don’t just take our word for it…

“We are extremely proud of our fresh new colors and sleek icons that accompany our different brands. You can see at a glance that they are part of the same family, while retaining their own unique identity.

The collaboration with the creative minds of Superlab was very transparent and smooth. Moreover, the rebranding was delivered quickly, which we are naturally very happy about.”

- Daphné Lammens, Communication Officer at Isabel Group
Yellow, purple and red triangles