Key Facts:
Company: Aim Group, a provider of products and services to independent insurance brokers and intermediaries nationwide.
Project: Branding and visual identity, followed by a full marketing suite.
Objectives:
* Design of brand and corporate visual identity to represent Aim as a first class services provider.
* Portray Aim in line with its business objectives and values.
* Create a unique brand that stands out above the competition.
Results:
* A new brand and style that represents the business and can be applied to all marketing collateral and online marketing platforms.
THE BRIEF
The Aim Group is a leading provider of professional services including legal expense and 'after the event' insurance policies, as well as an experienced and professional claims handling service for both fault and non-fault claims. The company has grown consistently through the expansion of its suite of services and products, and its core focus, as the Happy DISCOVER phase helped to establish, is quality of service and client care. The integration of all their offline communications which would help them stand out in a competitive market was the main focus of the brief. The Aim Group has 3 sub-divisions (Aim CoreProtect, Aim LegalServices and AimOnTheRoad), so each sub-brand would have to work in cohesion with the Aim Group logo, keeping the visual identity strong and consistent.
THE IDEA
Through the CREATE phase of the Happy Journey, we arrived at a distinctive visual style for the main Aim brand and also designed logos for the three key areas within the group: CoreProtect, Legal Services and On the Road. Part of the development to provide a sense of cohesion also included designing further sub-brands within these sectors for the various services provided. Happy also developed communication materials to aid the launch of the brand new look. Everything from sales collateral to corporate stationery was designed with a vision to create excitement about Aim's multiple services. Each piece of marketing material conveys the personable, professional Aim Group values, incorporating the new brand style created by Happy.
THE OUTCOME
Aim is committed to providing the highest quality of service and are absolutely delighted with the results.
Aim is happy because... "I have found the consultative nature and desire to understand the brand market place refreshing, balanced with the energetic approach that Happy have about something that could be deemed as mundane as a new logo. Their excitement feeds through the whole engagement from conceptual ideas, taking on constructive comment re these ideas and then delivering a final version that matches aspiration. This then feeds down through all the supporting literature, stationery and general marketing items that are needed to support the brand with no quarter given in regards to feedback and detail."
