Consolidating four companies
into one new master brand
Sector
Specialist Insurance
Disciplines
Identity / Strategy / Strategic narrative / Hierarchy
The Results
Creation of a new master brand by consolidating 4 companies and delivering:
- A new identity and hierarchy
- A strategic narrative
- A new website
- Activation across UK, Norway, Germany and Singapore
- A full suite of brand assets including guidelines, signage, stationery, video and corporate gifts
The Competitive Edge
A new group identity that:
- Created the perception of a much larger scale company
- Created considerably more credibility with customers opening up competition with major playing competitors
The new strategic narrative that:
- Inspired new product development
- Formed corporate behaviour
- Drove reorganisation
- Created a hub for the generation of consistent and compelling design stories
“Before we worked with Pangaea, we were a loose federation of experts serving clients in our own efficient, but different ways. Pangaea rebranded us and in so doing, reshaped our identity as a business so that we present ourselves as a unified global brand of significant stature. More importantly, our behaviours as leaders in our business have evolved such that we now live up to the brand.
The way we now look has clearly eased our access to and response from the financial and other markets. In addition, the strategic narrative has become our bible helping to form corporate behaviour, drive reorganisation – and probably most importantly – our product development.
Pangaea’s work has not only improved the look and feel of our brand, but the operation of our business.”
Marine insurance brokers Edge Group needed to consolidate their four companies under one new master brand, in order to compete with much larger competitors.
With an ambitious timeframe of just three months we were tasked with creating a new brand, launching a new website and activating the brand across offices in the UK, Norway, Germany and Singapore.
We began by writing a Strategic Narrative: the story of the journey that Edge is on, written as a single story which is easy to understand and engage with, in multiple languages and cultures.
We co-created this with Directors from all markets, as a summary of their history, hopes and fears.
The Strategic Narrative became the basis from which all design decisions were made. We launched the new brand in London in March 2016 with the new website launching a week later. Behind the scenes, we generated a full suite of brand assets including guidelines, office signage, stationery, video and corporate gifts.
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