From the outset, INCO Broking has challenged convention in the wholesale insurance sector, delivering exceptional results through a faster, smarter, and more streamlined approach. With a reputation built on clarity, efficiency, and performance, INCO partnered with Fable&Co. to evolve its brand in line with its rapid growth and future ambitions.

The brief was clear: create a brand that reflects INCO’s unique dual strength, rooted in trusted broking tradition yet powered by cutting-edge technology. Fable&Co. delivered a complete brand overhaul, developing a bold and intelligent identity that mirrors INCO’s core values of simplicity, precision, and impact.

At the heart of the new brand lies the tension between legacy and innovation. INCO is a modern disruptor with classic foundations, and the new visual and verbal identity reflects this balance. The tone is direct, visuals are clean and deliberate, and the design is intentionally minimal, reinforcing speed, transparency, and data-led insight.

Every element of the brand, from typography and colour to layout and messaging, has been carefully crafted for consistency and clarity. Whether across digital platforms, print materials, or internal communications, the identity ensures INCO is instantly recognisable, authoritative, and forward-thinking.

Rather than seeking disruption for its own sake, the new INCO brand redefines its category with a confident, modern presence. It communicates the business’s technology-driven advantage while staying true to its broking roots, creating a seamless and meaningful experience for clients and partners alike.

Fable&Co.’s work positions INCO as a next-generation broker, agile, trusted, and built for the future.