Branding exercise

 

Branding exercise featured image

The Challenge

I was recently asked to complete a brief for some potential work to show what I’m capable of, this was the brief:

Situation

Company Name Group have made a strategic decision to move from its traditional small business insurance market to target the home insurance needs of the Over 50’s on and offline. In an attempt to do this successfully it has decided to rebrand the business to appeal to this market.
The Over 50’s target market Company Name Group are looking to attract is as follows

  • Single or married
  • Income through personal pension and investments
  • Enjoy pursuits such as Golf, short holidays in Europe taken 3 or 4 times a year, days at the theatre
  • Have children and grandchildren who they offer financial support to
  • Live in small detached homes in good neighbourhoods
  • Drive less than 5 year old cars which they change every 2 to 3 years
  • Shop in mid-range supermarkets and locally
  • Use the internet regularly and are happy to shop online
  • Look for good quality products with broad optional extras

The Task

You have been tasked with leading the rebrand from a creative perspective and the first piece of work that has been assigned to you is pitch your idea/s to the Executive Board on 2 options the new brand could take.
The presentation needs to take into account:

  • Logo options
  • Imagery options
  • Font options
  • Hierarchy of message

Mock-ups of a website front page, email and direct mail pieces need to be produced as part of this piece to bring this new brand to life.
There should be a rationale for decisions made and highlighting any research undertaken to help make these decisions.

 

The Solution

I researched the target audience based on the provided brief and created two options, detailed below:

Logo options

Logo one
myInsurance logo
  • Interlocking circles signify vitality – target audience is healthy and engages in many activities.
  • Geometric pattern of logo suggests solidity and dependability – this audience is sensible and level-headed, they have invested wisely and are not likely to make rash decisions.
  • Blue suggests blue skies/a bright outlook – this is an audience that has many more years to live and wants to enjoy their time as best they can.
myInsurance Colours
Logo two
zavu logo
  • Logo is plain and simple, to indicate a nononsense straight forward approach – this is an audience that is happy to deal with insurance companies and wants to get insured quickly and easily.
  • ‘Roof’ over name makes it obvious what company is about.
  • Green suggests grass/foliage and the outdoors – the audience is active and spends time outdoors enjoying both their own gardens and the countryside.
zavu Colours

 

Imagery options

 

Logo one
myInsurance logo
Logo two
zavu logo
myInsurance Imagery
  • All photos feature people (aged 50+).
  • All photos contain sky blue (not necessarily the sky, though if clothing, must be worn by someone over 50).
zavu Imagery
  • All photos contain green (predominantly in the form of grass/foliage).
  • Photos don’t contain people, can be quite abstract.

 

Imagery options

 

Logo one
myInsurance logo
Logo two
zavu logo

Primary typeface

Bariol is a font designed to be versatile and readable. It should be used in the following contexts:

myInsurance Fonts 1

Complementary typeface

To allow for variety across My Insurance publications, the following alternative typefaces are available:

myInsurance Fonts 2

Primary typeface

Museo is a semi-serif typeface particularly useful for headlines but also effective in medium-sized texts. It should be used in the following contexts:

zavu Fonts 1

Complementary typeface

To allow for variety across Zavu publications, the following alternative typefaces are available:

zavu Fonts 2

Visual hierarchy

Logo one
myInsurance logo
Logo two
zavu logo
myInsurance Visual Hierarchy 1
(Bariol Bold, White text out of Sky blue block, minimum 16pt)
myInsurance Visual Hierarchy 2
(Bariol Bold, Sky blue, size – 75% of heading, i.e. if heading 16pt, subheading is 12pt)
myInsurance Visual Hierarchy 3
(Bariol Regular, black, size – 62.5% of heading, i.e. if heading 16pt, body text is 10pt)
myInsurance Visual Hierarchy 4
(If particular words need emphasising use a dark blue block)
Example
myInsurance Visual Hierarchy 5
zavu Visual Hierarchy 1
(Museo 700, Green, minimum 16pt)
zavu Visual Hierarchy 2
(Museo 500, Dark green, size – 62.5% of heading, i.e. if heading 16pt, subheading is 10pt)
zavu Visual Hierarchy 3
(Museo 300, black, size – 56.25% of heading, i.e. if heading 16pt, body text is 9pt)
zavu Visual Hierarchy 4
(If particular words need emphasising use Museo 700)
Example
zavu Visual Hierarchy 5

Website front page

Logo one
myInsurance logo
Logo two
zavu logo
myInsurance Web Page
zavu Web Page

Email

Logo one
myInsurance logo
Logo two
zavu logo
myInsurance Email
zavu Email

Direct Mail

Logo one
myInsurance logo
Logo two
zavu logo
myInsurance Direct Mail
zavu Direct Mail
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