Design > Brand-building

NEXT NEW BRAND IDENTITY

NEXT INSURANCE, Palo Alto / NEXT INSURANCE / 2022

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Overview

Credits

OVERVIEW

Background

If we’re being honest, insurance kind of sucks. It’s complicated, untrustworthy, and… well… ugly. As a new insurance company, we needed a brand identity that reflected our dedication to transforming the way small businesses get insured and increased our visibility in a crowded space of unbelievably boring brand identities. This project was an immense undertaking that scaled across every single aspect of our brand: from our product, to our photography and messaging, to our diversity and inclusion initiatives, even to our operational on-hold music.

Objectives:

Show our small business customers that we are 100% dedicated to their success.

Create a brand that makes it clear to customers that we have revolutionized business insurance.

Create a strong, cohesive, and flexible identity that shines across our entire company.

Increase brand search, visibility, trust, and awareness in a crowded industry.

Describe the creative idea

As a new brand, we needed our new brand identity to make a splash in the industry, and make it instantly clear that we were anything but a business-as-usual business insurance company.

We reimagined every imaginable user touchpoint to convey a disruptive new sense of optimism in this near-universally-despised industry. Using a bold new logo, vibrant color palette, and an optimistic, matter-of-fact tone of voice, we created a brand to match our revolutionary new approach to business insurance.

Where most insurance companies stuck to single colors and decades-old logos, we chose a bold-and-approachable word mark with a dynamic, not-quite-neon color palette. Where they relied on tired tropes like talking animals and celebrity spokespeople, we featured real small business owners doing what they do best. And most importantly; while most insurance companies used fear-mongering to sell policies, we used possibility-mongering to inspire action.

Describe the execution

We aligned behind our new brand signal: Get Going. While other insurance companies held business owners back, we would push them forward.

Our logo was reimagined to communicate that bold, optimistic confidence. Our color palette follows suit, a punchy, complementary array that can brighten up any normally complex insurance message. We paired these core elements with a playful, hand-drawn illustration style that communicates the stubborn optimism that sets us apart in a world of dreary, dooms-day insurance.

We also launched a company-wide campaign to hire small businesses everywhere we could; from company swag to our on-hold music. We built a library of small business photography, featuring dozens of businesses across the US in reportage, documentary-style imagery.

All working together to create a brand in which small businesses can immediately see themselves, letting them focus on the things they love about being entrepreneurs, rather than the things they hate about insurance.

List the results

• 113% lift in aided brand awareness

• 50% increase in positive sentiment

• Increased branded search volume by 40%

• A total of 357M earned impressions across Facebook, Instagram, Twitter, and Linkedin within the first two months of unveiling the new brand

• 6,684% increase on Instagram

• 116.3% increase on Linkedin

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