Brand strategy and identity for one of the most established Insurance companies in Cyprus.
With a solid reputation in the market as the Insurance company that pays quickly and efficiently, our work with Genikes Asfalies involved an evolution of their brand to extend their reach to a younger generation of new customers.
Working closely with the senior management team, we reviewed Genikes Asfalies brand values and attributes, ensuring business strategy alignment.
Focus group testing gave us clear results on their perceived and aspirational brand values, as well as insights into the most appropriate application of their name in both Greek and English which, when standardised across all communications platforms will ensure a stronger, more consistent brand name.
Creation of a new marketing slogan helped to reflect their robust business offering and promote the most tangible and valuable benefit to their customers.
Updating the company’s brand mark needed to reflect – on the one hand the Bank of Cyprus’ identity as it is part of the Financial group, and on the other, be perceived as a standalone insurance company in order to appeal to a larger and younger customer segment.
Our conceptual approach combines elements of the existing logo with an adapted and more contemporary design presentation that puts a fresh spin on their visual. The graphic identity is built around 3 vertical lines which are echoed throughout their branding and represent an abstraction of the Bank of Cyprus brand mark. Retaining the blue and yellow colours and creating a stronger flourish in the typography illustrates the connection to the Bank but at the same time, allows the company to be presented in a new light.
Our work was completed with brand guidelines on the use of the new identity, ready to bring their evolved brand to life!
In parallel, we also updated the branding for the Life Insurance sister company of Genikes Asfalies. See the Eurolife project here
Brand strategy / Naming/ Slogan development / Visual design / Brand book