UNiBA Partners

New name and brand identity for one of the world’s largest independent risk management trade associations.

Corporate Identity Design | Brand Management

Background

• Global Network of International Insurance Brokers
• Requirement to change business name
• Tired and uninspiring identity
• Needed to modernize and reposition the brand

Challenges

• As existing brand identity had been around for 20 years, change would be hard to sell
• Creating a new name and logo that would translate to a global market with international members
• Creating a new identity that would be accepted and endorsed by over 200 members
• Achieving brand differentiation in a competitive marketplace
• Establishing a new positioning statement in order to make the brand work harder

Solution

• Develop the new name/identity through a consultative approach with members
• Publish development workings and rationale to all members and encourage feedback
• Online shortlist survey to solicit members opinions
• Presentation of final solution to member conference
• Produce Brand Guidelines document and digital toolkit
• Roll out throughout all media and police brand usage

Results

• A very strong and highly recognisable new brand identity
• New identity fully endorsed by all members
• Clearer vision for the future
• Retained equity from previous identity

Please visit www.uniba-partners.com