A technology team within a major insurance company needed a stronger identity to communicate its purpose and value internally. The existing name no longer reflected the team’s vision, capabilities or strategic role within the organisation. The challenge was not only to create a new visual identity, but to define a brand capable of generating recognition, alignment and engagement among stakeholders. The objective was to transform the department into a visible and strategic driver of innovation across the company.
Branding
Graphic design
Art direction
2025
led the branding process from discovery to implementation, working closely with stakeholders to define the positioning, naming, visual identity and communication assets. The project combined strategic thinking, brand design and internal communication to create a coherent identity system capable of evolving with the department.
The project was structured around three phases: Understand, Create and Innovate. From defining the strategic foundations and naming, to building a visual identity system and delivering the assets required for its adoption across the organisation.
Through stakeholder workshops, benchmarking and naming explorations, we defined the positioning and strategic foundations of the brand.
We translated the strategy into a visual identity, exploring different creative routes before developing the final logo and brand system.
Methods:
The final identity was implemented through brand guidelines and communication assets, enabling the team to activate and evolve the brand consistently.
Methods:
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