STRENGTH THROUGH ASSOCIATION

From developing a strong, strategic brand spine through to a contemporary, market focused look and feel, we helped the ABI deliver on their 'Strength Through Association' proposition.

The Problem

The ABI speak on behalf of UK insurers, provide consumers with general information and work with government, regulators and policymakers internationally to promote best practice. The ABI knew that their visual identity was in need of a refresh, but how could they make their proposition more compelling at the same time, moving the organisation forward and connecting it better with their diverse audiences?


The Solution

We took the ABI back to basics and through a series of Science and Magic Labs. Working with key stakeholders we helped them to understand the fundamental ‘why’ behind what they do and to develop their vision, values and overarching proposition ‘Strength Through Association’ along with a complete messaging matrix. We also worked closely with the team to really understand how they wanted to position the brand, its personality and their preferences and rationale around look and feel. All of which meant that, when it came to developing the visual identity, we had the in-depth understanding of the brand needed to quickly bring it to life and create a visual language which positioned ABI perfectly.


What the client said

Jacob Bailey didn’t simply re-badge our organisation with a new logo. They began by developing an in-depth understanding of both our offering and the needs of our audiences. They then worked with us to refine and develop our brand strategy and positioning. Which meant that the final look and feel truly reflected who we are and resonated with our members and everyone we engage with. Feedback has been very positive across the board - no easy task in our complex environment.

Louise Hanson
Director of Advocacy
Association of British Insurers (ABI)

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