IAG, the southern hemisphere’s largest insurance group, saw the seismic cultural and financial implications of GenAI. With 15,000 employees across Australia and New Zealand, they recognised the urgency of early adoption. Clout Branding was commissioned to help create a branded movement that would reassure, educate and inspire people to explore GenAI, building confidence at the micro level of daily workflows while sparking ambition for transformative change across the organisation.

Clout Branding created “Inclusive Innovation” – a name that struck a chord – and built a movement: from an identity and internal brand to an intranet hub, Viva Engage communities and Prompt campaigns. Inclusive Innovation was used to educate the internal team in the context of insurance, explaining how GenAI could be deployed, shaped and composed, with clear stories of use cases. An unmistakable ‘overlapping’ look, motion design, animations and a sought-after Activator programme have made GenAI tangible, memorable and human.

At the heart of the identity is a bold new mark – two overlapping “i’s” – symbolising people and technology coming together. The campaign identity flows through all elements of the work, reinforcing the core message: GenAI’s power lies in shared knowledge, open collaboration, and real-world application.

To support the initiative, Clout Branding developed a clear and scalable brand architecture for IAG’s growing suite of AI tools and processes. Designed in close partnership with their tech team, Inclusive Innovation empowers people across every division to contribute to GenAI development – showing that the next big idea could come from anyone.

For the internal launch, Clout Branding crafted a vibrant, people-first communications strategy. From animated explainers and practical use-case stories to roadshow branding and even cheeky canteen fruit stickers, the campaign was designed to demystify AI, spark curiosity, and make learning both accessible and engaging.

An Australia winter campaign to encourage personal take-up was built around the art of the prompt, brought to life by reimagining a cursor arrow in a number of ways. To show how the familiar was being challenged by GenAI, Clout Branding reinvented a number of familiar phrases and sayings, changing their meaning by swapping out key words for ‘prompt’. The campaign encompassed activation events, competitions, animated adverts, social media and webinar content. The campaign drew record attendances at events, and lifted traffic on the employee portal by 47%.

According to IAG’s COO: “The work has had a profound impact.” Copilot uptake rose from 23% to 61% in six months; extensive users jumped eightfold. More than 1,000 employees joined an online community, 250 volunteered as Activators. 20 custom agents built in-house are already in use, with 100 more in development. Within a year, Inclusive Innovation has given IAG a fast-growing culture of experimentation, learning and collaboration around GenAI.