Promina represented a significant opportunity to reframe how people felt about insurance. The company itself had little or no perceived personality in the marketplace, having functioned historically as a listed entity and been eclipsed, from a profile point of view, by its portfolio of consumer-facing brands. We set out to lift the insurer’s brand equity by giving Promina a much stronger and deeper point of view.

 

The resulting annual reports – Love and Life – broke the mould for insurance sector reporting at the time. Promina’s brands were interwoven into how people lived. The  distinctive imagery and humane messages positioned the company in ways that made insurance an integral expression of what people valued rather than just costs that they accepted.

 

Client: Promina

Agency: Insight

My involvement: Brand strategy, key messages, positioning and writing.