Brand Identity & Guidelines
The ABI speak on behalf of UK insurers, provide consumers with general information and work with government, regulators and policymakers internationally to promote best practice. The ABI knew that their visual identity was in need of a refresh, but how could they make their proposition more compelling at the same time, moving the organisation forward and connecting it better with their diverse audiences?
We took the ABI back to basics and through a series of Science and Magic Labs. Working with key stakeholders we helped them to understand the fundamental ‘why’ behind what they do and to develop their vision, values and overarching proposition ‘Strength Through Association’ along with a complete messaging matrix. We also worked closely with the team to really understand how they wanted to position the brand, its personality and their preferences and rationale around look and feel. All of which meant that, when it came to developing the visual identity, we had the in-depth understanding of the brand needed to quickly bring it to life and create a visual language which positioned ABI perfectly.
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