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home \ work \ brand identity \ Lumley rebrand
Q: How do you help an insurance company regain market share?
Angle: rebrand as 'More than' just insurance
For Lumley insurance, a new brand strategy was developed first of all. Lumley’s values
and behaviours were articulated and a value proposition and brand personality created to highlight Lumley’s points of difference in the marketplace – experience, expertise and a suite of products and services that deliver value-add benefits.
The brand strategy led to the development of a new brand proposition ‘More than,’ from which a new visual identity was designed.
Lumley’s new visual identity took ownership of their primary colour, introduced more expressive typography and included a new approach to photography, graphic elements and copywriting. All of which contributed to a brand that looked and sounded like a smart and experienced leader.
Project completed with Maxim, Auckland.
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Lumley rebrand
In 2009 it was time for Lumley to assert some strength and regain some of their lost market share. The resulting rebrand didn't include any reworking of the logo – a clear demonstration of the fact that a brand is much more than just a logo.
Lumley's new red
An important addition was the dark red to bright red gradient. This graphic treatment of colour added a level of sophistication to the brand and importantly, helped to differentiate Lumley red from Vero's flat red.
Lumley strapline
'Experience. our difference' is the externally facing strapline developed from the brand strategy.
A new colour palette
The brand's primary palette remains unchanged as this contains the logo colours: black, red and white but the secondary palette underwent changes to create an exciting combination of colours that added variety and flexibility to the brand.
Beautiful Bree
The Bree font family is loaded with typographic details which suggest a feeling of ‘more than'. When used, Bree is full of personality and critically, it looks different from the competition.
More than photography
Every shot includes something extra – something that makes you look twice – something different. Or something you wouldn't normally expect.
A double take
Lumley photography feels like smart observations of real life situations.
Seeing things differently
The strength of this photography is that it can be used to convey literal messages about products or more abstract, service-related concepts like, relationships and expertise.
Icons with a difference
Iconography adds another element to the brand toolbox. Simple, bold and not-so-perfectly drawn icons are used at large scale for impact. As a visual resource, they make a valuable alternative to photography.
A smart brand of language
Choice words build a picture of an experienced, smart and leading organisation. One way to communicate expertise and intelligence is to lead by example – think that way, speak that way and write that way.