Legacy unveiling the identity process for The Insurance Brokers Limited

Welcome to an inside look at the transformative branding journey of The Insurance Brokers Limited. Mata is excited to share the comprehensive process that led to a refreshed and impactful brand identity for this distinguished firm.

Understanding the Brief

The client, The Insurance Brokers Limited, holds a significant market share within the group and association scheme industries. Specializing in providing fire and general insurance to small and medium-sized businesses, they offer exclusive products to association members. Their goal is to be the go-to insurer for these associations, enhancing their current 40% market penetration. With a steady annual growth of 30%, they aim to boost this to 50% and onboard 1-2 new associations each year.

Drawing Influence

We began by diving deep into the company's ethos and market position:

• Market Position: Dominant in group/association schemes with low-risk profiles.

• Competition: No direct competitors in this niche.

• Perception: Strive to be the immediate choice for association members.

• Core Values: Ethical, professional, knowledgeable, and value-driven.

• Educational Outreach: Through lectures, articles, newsletters, and seminars.

Our single-minded proposition was clear: Leading provider of specialist business insurance to New Zealand Associations.

Conceptualizing the Brand

Visual References

I explored a range of visual influences to shape the brand's direction. Here’s a glimpse into our conceptual thought process:

• Basic Shapes: Symbols like shields for protection, circles for continuity, and trees for growth were considered.

• Timeless Typography: Fonts like FFDin and Frutiger were selected for their modern, corporate appeal.

Color Exploration

Color plays a vital role in brand perception:

• High Exposure: Yellow and black offer high contrast, energy, and a sense of protection.

• Fresh & Clean: Green signifies progress and cleanliness, aligning with innovation and growth.

• Conservative Blue: Popular in the insurance industry, it conveys trust and stability.

The Logo Design

Concepts

The designs ranged from groups of cubes representing associations to radial bars creating dynamic movement. Each concept aimed to convey growth, cohesion, and innovation. The initial design incorporated chart-like bars with the company’s initials, symbolizing growth and success. This design was versatile, representing buildings, stairs, or a journey, aligned with the company’s narrative.

Refining the Logo

I refined the chosen design to balance simplicity and depth. The final logo is a sleek representation of growth and strength, adaptable across various mediums from print to digital.

Finalizing the Brand Elements

Adjustments and Alignment

The logo underwent detailed adjustments for optimal alignment and kerning, ensuring it is visually appealing and functional in all applications. Various X factors of measurement combined with visual alignment are demonstrated in the proposed design.

Business Card and Letterhead Designs

I extended the brand's visual identity to business cards and letterheads, ensuring consistency and professionalism in all client interactions. Further to the initial stationery designs, follow on sheets and coasters were produced. Completing a full set of physical brand items.

Conclusion

The rebranding of The Insurance Brokers Limited reflects their commitment to a unique proposition within a conservative industry.

By balancing modern design with timeless elements, I created a brand identity that resonates with their core values and market position.

It was awesome to see TIB roll out their new brand identity, carving a niche in the insurance industry.

Subsequent work was completed such as the website design, external building signage and then further website updates completed in 2011.

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