Global continuity
MS Amlin is a B2B brand, predominantly active in the insurance for business and reinsurance (insurance for insurance companies). A new name and logo were created symbolising the coming together of the two businesses.
Uffindell was commissioned by the new organisation to create a unique, distinctive and authentic visual environment for the brand.
Our Approach
The new brand environment reinforces and communicates the distinctive components of the brand, working across global markets and different cultures. At it’s heart the business delivers ‘Continuity’ – a positive reason to buy insurance rather than the more negative ‘fear sell’. This core idea became the foundational stone for the new visual environment.
Continuity ran as the thread through the range of elements that comprised the visual environment, including the creation of a specific ‘supergraphic’, a distinctive ‘gradient’ colourway, an ownable headline font, specific icons, infographics and imagery.
A comprehensive set of digital brand guidelines was created to aid in the understanding and implementation of the brand identity. Working with the internal MS Amlin team and partner agencies, a comprehensive Implementation program spanning online, offline and a wide range of sponsorship applications were also completed.
Uffindell quickly got to the heart of our brand and created a new identity that is true to our proposition but – importantly – has created a sense of ownership and engagement in the business.
Peter Prince – Global Communications Manager, MS Amlin.
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