An Unusual Brand Strategy for an Insurance Agency

A father-son due run an Insurance consulting service and approached me to help them with their branding and brand strategy, because they saw the need for it in an overcrowded and competitive market.

But how does one exist and challenge the status quo of an Insurance and services company?

How does one break the mold surrounding insurance agents and their respective companies?

How can I take the legacy of over 40 years of being in the business and pass it on to the next generations?

Solution

The idea was to break the clutter and stand out. Be forward-thinking while also preserving the relationships with the existing clients. To challenge the status quo and go beyond the fine lines.

They were clear that they wanted to only look at Karnataka as their geography so I thought why not come up with a name that means insurance in Kannada? And voila, Vimey was born.

The dreaded ‘*’ asterisk mark which all insurance companies use to hide the fine lines was my inspiration for the logo and I did that to bring out the USP of this company that they don’t hide anything from their clients. They are open, starting forward, and help you choose the best insurance policy based on your requirements. So instead of using the asterisk to play hide and see I brought it out to the forefront and highlighted it and it became the brand mark.

Process

Phase 1: Brand Building

• Interviews with client

• Competitor Analysis

• Parallel and Analogous research

• Brand attitude

Phase 2: Brand Design

• Master-art direction

• Moodboards

• Logo design

• Creative Strategy

Phase 3: Providing Direction

• Supporting Art Direction

• Brand Guidelines

• Instore Branding

These were all the elements covered under the scope of the project.

An example of the branding on an envelope that is used to send documents to clients

The idea behind the brand mark.