To start with, we repositioned the brand, focusing on the positives of protection, and re-launched it under the banner ‘It’s good to be covered.’ Everything we did reflected this mantra. The new logo featured a welcoming smile.

We showcased happy customers in all the communications – after all, there’s no better advocate for your brand than the people who really own it. And we created a range of feel-good collateral to bring the brand bang up-to-date


The investor confidence problem.


The brand reborn problem.