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See how we brought the newly rebranded Insights Association to life through a powerful brand anthem video
With more than 30,000 members across the U.S. and abroad, the Insights Association is the leading voice for data and insights professionals who shape and inform consequential decisions across business, government and education. Its mission is built on simple, essential values: ethics, truth, trust, transparency, and quality. But the organization’s visual identity didn’t fully reflect that commitment. The brand needed to be elevated to match the forward-thinking nature of their work.
Our initial research, which entailed in-depth interviews across the organization, revealed that IA is much more than a membership association. It’s the galvanizing force behind an entire profession. The association empowers its members through advocacy, education, certification and community, while also championing industry standards at the highest levels.
We recognized that IA members are really heroes of insight, transforming data into knowledge that drives business decisions, growth and policy outcomes. This positioning informed every choice in the rebranding process: from the tone of the messaging to the shapes, colors and typefaces in the visual identity.
Inside the brand
Through a careful deliberative process, we distilled the professional value IA offers its members into three powerful words: Know what’s next. This new positioning is both a promise and a call to action, underscoring the association’s place at the forefront of progress. We also sharpened the Insights Association’s brand voice to one that speaks with clarity and humanity, making emotional connections while maintaining its role as a trusted authority.
Next, we created a new brand mark, designed to be iconic within the data analytics and insights world. Subtly incorporating an arrow into the “A” of the logo, we visually reinforced the concept of forward thinking and the future-facing role the Insights Association plays in its industry.
New logos and brand marks help position IA as forward-thinking research experts
To dramatize and strengthen the new visual identity, we created a fresh color palette that emphasizes deep, regal purples with vibrant accent tones, for a distinctive brand look that is both sophisticated and energetic. Supported by futuristic tech-inspired overlays, the new look is confident, designed to position IA as the leading authority in the data insights profession and practice.
A bold, engaging color palette helps bring the refreshed brand to life and creates distinction amongst competition
Of course, rebranding is more than just a new logo, voice and colors. It’s about reshaping how an organization presents itself to the world. For IA, that meant developing a comprehensive style guide and brand deck to ensure consistency across every touchpoint, from email signatures and PowerPoint templates to event photography and social media campaigns.
“Know what’s next.” is more than just a tagline, it’s the critical value that IA offers its members
To bring the new brand to life, we produced a captivating launch video that was presented at IA’s signature annual conference, CRC, in Chicago. While we were there, we invested quality time capturing fresh content for future videos through interviews with the Association’s board members and subject matter experts.
During the launch, it quickly became clear that the new Insights Association brand reflects the reality of its community: a bold, future-focused group of professionals committed to using data to make better decisions and build a better world.
What People Are Saying About the Brand Launch
Association rebranding isn’t about chasing trends. It’s about aligning an organization’s outward presence with its internal truth. For IA, the rebrand has created a stronger foundation for growth, raising awareness, deepening member engagement, and ensuring that the association’s voice carries weight not just within the industry but in the broader business and policy landscape. Working with an organization like the Insights Association just proves that visionary clients get visionary work.
