Behind The Branding, How IGP’s Digital Identity Came Together
“At Industry Growth Partners, we see change as part of progress. Every challenge brings a chance to improve, and we’re ready to make the most of it.”
– Ryan Marra, Managing Director
At Industry Growth Partners (IGP), one of the messages we convey to our clients is that growth starts with a clear vision. Everyone knows the importance of a Business Plan, but too often, that’s where the strategy stops. Focusing purely on revenue and financial growth will only get you so far - the vision, values and direction of the brand are every bit as important.
For IGP, the process began when Ryan and Shara sat down to brainstorm their aspirations for IGP and its associated businesses. From this session, “The IGP I See” was born. Here’s a snippet of that vision:
“The IGP I see is nationwide and beyond. A business with a reputation for excellence, solving the complex and driven by grit. We see a business that people are attracted to, a business growing so rapidly that it cannot be ignored.
The IGP I see is one with scale; in every region through NZ, grown through other companies and people that share the same DNA and ethos that IGP was founded on. While each company operates independently and are successful, the collective group collaborates and serves in a way that gets noticed.
We are a business that is known for and is passionate about delivering world-class customer experience, understanding that without customers, we don’t exist. This organisation will be guided by bold authentic leaders who truly live our values and unlock the potential in our people…”
The IGP Way
To bring this vision to life, Ryan and Shara collaborated with an external agency to develop core values that reflect IGP’s vision. Workshops with teams across the businesses helped define “The IGP Way,” our guiding values:
- In Sync: Our strength comes from working together toward a common outcome.
- Grit: The difference between good and great work lies in our passion and perseverance.
- Professional: We uphold high standards in our work and how we deliver it.
As part of IGP’s transformation, we also developed a tagline and brand promise. Our promise is to keep our customers moving forward. It’s a commitment to quality work, done with grit and determination. It reflects our belief that success comes from every one of us working together toward progress. Our tagline, “Let’s get to work,” perfectly captures this commitment.
First appearances matter
Through rebranding, we aligned the visual identity of IGP and its businesses: HTSL, BLM, CDS and RTC. The cohesive design scheme strengthens our identity and presents a unified front. “This rebrand isn’t just about the visuals; it’s about presenting ourselves as a strong, unified team that can deliver more for our clients,” Ryan explained.
As a Māori-owned, growth-focused Kiwi business, our new logo incorporates symbols that resonate with us. The Koru in the “P” symbolises potential, while the Arrow in the “G” reflects progress and determination. Every time we display our logo, we reaffirm our connection to the communities we serve and the values we stand behind.
Wider company branding
As the owners of HTSL, BLM, CDS and RTC, we’ve also applied our branding to the logos of each of these businesses, creating an identity that links one to another. A wheel and radial lock nut symbolise the integration of our transportation and engineering services, while retaining key colours—HTSL’s green, CDS’s blue, and BLM’s yellow—honours the individuality and history of each company while strengthening their connection to the IGP brand.
An identity we’re proud of
Our brand transformation isn’t just about logos and colours—it’s about aligning who we are with what we deliver. As we move forward, this renewed identity will help us build stronger relationships and set a clear direction for the future.
“This is just the beginning. Together, we’ll redefine what it means to be part of the IGP family—growing stronger, working smarter, and moving forward with purpose”.
Let’s get to work.
