Creating a Mutual Vision
Sector
Insurance
Disciplines
Strategy / Identity / Values / Reporting
The Result
- A refreshed brand that leverages its heritage to create a timeless identity and positioning
- Values / Brand Character that create pride and unifies teams
- A fresh aesthetic that can be applied consistently across any brand touchpoint
- An adaptive graphical device that adds further visual interest to all communications
The Competitive Edge
Leveraging the brand’s unique mutual status to create strong differentiation
P&I Clubs are specialist mutual-based marine insurance associations, they allow their members to pool their risks, providing cover where traditional insurers are reluctant to do so.
Steamship Mutual asked Pangaea to help them refresh their brand whilst continuing to leverage their heritage and unique mutual status. The desire was to shift from a traditional, discreet positioning to an updated but timeless aesthetic that resonates more effectively with its audience.
Pangaea took Steamship Mutual though its Brand Model, a strategic process that creates a solid foundation on which to define brands. As an inclusive process, it created ownership of the solution amongst all key stakeholders every step of the way.
Integral to this journey was our evolution of Steamship Mutual’s Brand Character, creating a set of Value Statements that authentically ensure all audiences effusively buy into the refreshed brand. This strategic journey evolved into one of Brand Development, giving rise to all key assets including brand guidelines.
Finally the Implementation phase produced all the tools necessary for the brand to be effective in the real world, from templates (on and offline including website and social) to internal communication, reports, literature, stationery, events, signage and general office branding.
The refreshed brand reflected forward focus, the constant motivation to innovate and do things even better. It also captured the shared vision, understanding and success that comes from being a true mutual. This was distilled into a Brand Essence:‘Mutual Vision’, and was viewed in three ways:
We share the same vision as our members
We see the world through their eyes
We look to our past to inspire our future
From a visual standpoint, the refresh resulted in a modern, clean aesthetic that takes heritage into the future. The logo consisted of two components: the SSM Roundel and Steamship Mutual Wordmark. A further graphical device, ‘The Ripple’ was used to capture the sentiment of ‘forward focus’. As a flexible graphical device it was used to add visual interest to all communications; the concentric circles that radiate out are likened to ripples in water or radar to deliver a nautical theme.
The refreshed brand is to be rolled out imminently across all touchpoints including Steamship Mutual’s website, Management Highlights report and Key Statistics report.
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