ifp is one of the largest independent consultancies in the german-speaking world for the search, selection, assessment and development of middle and senior managers.

The brief was to develop a new brand positioning that accurately reflects the institute’s character, technical expertise, and unique market position, and strengthens them long-term. While many competitors differentiate themselves through industry expertise, the ifp’s unique position lies in its industry-neutral, scientifically and psychologically grounded approach, which has enjoyed the trust of companies, universities, and public institutions for decades. The goal was to highlight this unique aspect and develop a distinct visual language and identity that consistently sets itself apart from industry conventions — as distinctive as the ifp itself.

The new brand identity deliberately breaks with the familiar conventions of the executive search industry. Instead of generic visual metaphors and polished perfection, the visual identity features hand-drawn illustrations that bring the ifp’s central theme — the people — to life in an immediate way. The drawings lend the brand character, approachability, and individuality. A striking color combination and bold, unconventional headlines complement this approach.