Get more from life.

Positioning an insurance brand to offer more to its customers.

Team output

Brand strategy
Logo
Design language
Web design
Web development
Guidelines

Personal contributions

Brand strategy
Tagline
Website copy

Situation.

A merger of two insurance brands from very different worlds: a rapidly growing mainland Chinese insurance brand and a well-known global insurance brand of British origin seeking to expand to new markets (and stabilize an existing one).

Two becoming one meant one brand, one story, one agency, and one strategist charged with making the union of these brands resonate for customers and colleagues.

Insight.

An intense competitor analysis of Hong Kong's many insurance brands revealed that most suffer from a voice problem.

Many competitor brands gravitate around broad and certainly not-unique ideas such as protection, trust, leadership, and so on, in their messaging – particularly websites.

Strategy.

To puncture a crowded market, the new brand strategy centred on a single word: more.

Although more was the single-minded strategy, it wasn't realized until after I coined the new tagline, Get more from life.

Other key pieces of the brand messaging used more (more clarity, more opportunities, etc) to make the brand distinctive and compelling.

Repetition isn't counter-intuitive. The more you see a single word or phrase, the more power your brand gains because it gets easily remembered.

Creative.

Our design team helped refine the logo and develop brand language for guidelines and the website.

I wrote the script for a brand video, which helped inspire a visual identity around mathematics (using phrases such as "one plus one equals more" and mathematical symbols to connect USPs together).

I also wrote some navigational and brand-related web copy as well as provisional scripts for a few explainer videos (which unfortunately never saw the light of day).

Outcome.

More international look and feel. The new brand united two insurance companies of different origins as one coherent corporate identity.
More assets developed (after my time) to accompany the brand's long-awaited post-red-tape launch including posters, brochures, and even a tram wrap.
More more more.