CPP, one of the UK's largest insurance wholesalers approached us in 2011 to help with their brand proposition. Their problem was that no-one knew who they were as their policies were sold through third-party partners. They wanted to make their brand more inline with their competitors yet still drive their core values.
We worked with CPP to develop their brand and make it more consumer friendly whilst ensuring the professional heritage was not over-shadowed.
After several workshops we devised a tagline that said simply 'here to help'. The brands proposition summed up in 3 simple words.
We also looked into the colours used throughout their collateral. We looked into many avenues for CPP including colour psychology to help their customers get a feel for the brand and the products on more of a sub-conscious level. The use of their Guardians which acted like customer services but they were branded in a way that they were always there when you needed them.
We devised a brand guideline book outlining colours, approaches, tone and layouts with also a detailed analysis of their website layout and user architecture to define how their users interact with their site and to encourage sales.