Motorserve
Driving change: a new promise
for an established brand.
As part of a bold strategy to rethink the claims experience IAG (NRMA Insurance) acquired Motorserve from NRMA Motoring & Services. The brand aim was to deliver the IAG ‘feeling of safety’ through the claims experience. IAG needed a new brand strategy, manifesto, values, personality, tone of voice and visual identity that built on hard earned heritage whilst taking Motorserve into the future.
Our brand strategy focused on the customer experience proposition of reliability whilst promising a new, modern, seamless experience. Underpinned by unrivalled expertise and knowledge, Motorserve is switched on to the needs of today’s drivers. By streamlining a previously disparate process and making safety and efficiency paramount, it is using advanced technology and software to change the repair industry for the better. Working closely with the IAG teams, we co-created the brand framework, culminating in the brand idea ‘Effortlessly expert’.
To communicate Motorserve’s unique offer, we developed an identity based on the brand idea of ‘Effortlessly expert’. The familiarity and heritage of the existing Motorserve brand is retained and elevated into a simple, easy and expert new identity.
The logo represents a journey and getting you on your way as effortlessly as possible. Two quarter circles form two hills with a road going off into the distance – a guiding path to positivity – while also creating the letter ‘m’.
The rest of the identity stems from the logo’s circular visual. Its human, rounded nature inspired the type and wordmark choice, icon design and the entire graphic language to create a unified visual identity focused on getting you on your way simply, quickly and safely.
Familiar to the existing core customer base, the colour palette is evolved and elevated, with bright blues chosen to brighten and simplify digital experiences. Meanwhile the brand language disposes of jargon to communicate in an easy and expert way, making customers feel safe and satisfied.
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At Frost*collective, we’re all about designing a better world. We’ve been operating independently for over 25 years, working with inspiring brands and organisations across the globe. We combine specialist skills in brand, environments and place to solve complex business challenges and design experiences that enrich lives. If you'd like to work with us, get in touch.
