With their identity looking dated and their proposition a little confused (their words), our first task was to discover who and what they thought about themselves.
We held working sessions with their directors, employees and clients to understand their experiences, values and aspirations. Combined with desk-based research, this provided the information we needed to reframe their strategic offer and brand identity in a way that would resonate with staff and clients.
After discovering the lengths that their brokers go to for each policy, along with the attention to detail and care when a claim was made, it became clear that H&L's craft and empathy for their customers set them apart, providing expertly crafted insurance for their clients. This was the foundation of the brand strategy from which we began working on a robust identity and clear guidelines that would help them maintain this focus for years to come.
The vision for the renewed identity is to be dependable, knowledgeable and understanding.
We created a multitude of logo lockups, grid systems and typographical rules along with an expanded colour palette for more playful combinations that help to elevate and differentiate their service and marketing channels.
Everything was redesigned from the ground up with a focus on quality and craftsmanship that echoed the new ethos. Commissioned photography and exhibition stands were captured and crafted for case studies and trade shows. Even bespoke iconography was redrawn by us for their new look and feel.
Case studies became in-depth stories about their clients to highlight the lengths that H&L go to to help put things right when a claim arises. The story below for example describes how H&L painstakingly sourced and matched labels to their wine bottles when a client’s cellar flooded.