Travelers is one of the world’s biggest insurance firms. It is well known in America among both B2B and B2C audiences. After sudden growth and acquisition in Canada, Brazil and the UK, it struggled to stand out in crowded global markets. Our challenge was to help define what Travelers stood for in the UK.
We worked with its senior leaders to develop and launch a refreshed brand for its B2B business – one that gave employees, clients and brokers a reason to believe Travelers. We helped the European team embrace, define and agree on new values and messaging, developed and designed a new visual identity under the proposition ‘Insuring Ambition’. We then built comprehensive VI guidelines, created a bespoke training program and developed supporting materials for internal brand champions.
We launched the new brand at a special ‘inspiration day’ event. Here, we brought together the senior leadership team and network of budding brand champions to help them understand, start to engage with, and prepare for rolling out the brand across their European locations.
With ‘Insuring Ambition’ successfully launched in London, we are continuing our partnership by running bespoke implications workshops and rolling out this new positioning and identity in Canada, Brazil and other markets.