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Compass

In the right direction
Developing a brand identity is often about taking back power – the kind of power that defines your business and what it stands for. This was certainly the case for specialist insurance company Compass. While the company offered a highly specialised and professional service to the insurance industry, its brand was not enjoying the kind of recognition it deserved. A lack of brand equity created a gap where a strong, unified identity should have been. And as with many other things, when it comes to branding, you are better off defining yourself, before others do it for you.
Our starting point was to uncover the real value that the company was offering clients  – value that lay in expertise and partnership. Compass is the go-to point for brokers and clients looking for specialist insurance; they facilitate the end-game, acting less like an insurance company and more like a consultancy. So we dropped ‘Insurance’ from their name and developed the ‘Enabling Opportunity’ positioning.
Next, we designed an essential, sophisticated, yet contemporary identity that would reflect the company’s professionalism and quiet confidence. Subtle calibration marks on a luxurious white paper stock reflect the measured way in which Compass analyses risk in order to identify opportunity for its clients. The new identity presents an interesting new balance struck between something elegant, something ambitious, and something new. The word mark is contemporary yet understated, the colour palette is mono yet is moves – all of which reflect only what is essential. The bespoke identity elements speak for a company that has redefined itself and discovered how to use its quiet confidence to attract its relevant target market.

In the right direction

Developing a brand identity is often about taking back power – the kind of power that defines your business and what it stands for. This was certainly the case for specialist insurance company Compass. While the company offered a highly specialised and professional service to the insurance industry, its brand was not enjoying the kind of recognition it deserved. A lack of brand equity created a gap where a strong, unified identity should have been. And as with many other things, when it comes to branding, you are better off defining yourself, before others do it for you.

Our starting point was to uncover the real value that the company was offering clients  – value that lay in expertise and partnership. Compass is the go-to point for brokers and clients looking for specialist insurance; they facilitate the end-game, acting less like an insurance company and more like a consultancy. So we dropped ‘Insurance’ from their name and developed the ‘Enabling Opportunity’ positioning.

Next, we designed an essential, sophisticated, yet contemporary identity that would reflect the company’s professionalism and quiet confidence. Subtle calibration marks on a luxurious white paper stock reflect the measured way in which Compass analyses risk in order to identify opportunity for its clients. The new identity presents an interesting new balance struck between something elegant, something ambitious, and something new. The word mark is contemporary yet understated, the colour palette is mono yet is moves – all of which reflect only what is essential. The bespoke identity elements speak for a company that has redefined itself and discovered how to use its quiet confidence to attract its relevant target market.

In the right direction
Developing a brand identity is often about taking back power – the kind of power that defines your business and what it stands for. This was certainly the case for specialist insurance company Compass. While the company offered a highly specialised and professional service to the insurance industry, its brand was not enjoying the kind of recognition it deserved. A lack of brand equity created a gap where a strong, unified identity should have been. And as with many other things, when it comes to branding, you are better off defining yourself, before others do it for you.
Our starting point was to uncover the real value that the company was offering clients  – value that lay in expertise and partnership. Compass is the go-to point for brokers and clients looking for specialist insurance; they facilitate the end-game, acting less like an insurance company and more like a consultancy. So we dropped ‘Insurance’ from their name and developed the ‘Enabling Opportunity’ positioning.
Next, we designed an essential, sophisticated, yet contemporary identity that would reflect the company’s professionalism and quiet confidence. Subtle calibration marks on a luxurious white paper stock reflect the measured way in which Compass analyses risk in order to identify opportunity for its clients. The new identity presents an interesting new balance struck between something elegant, something ambitious, and something new. The word mark is contemporary yet understated, the colour palette is mono yet is moves – all of which reflect only what is essential. The bespoke identity elements speak for a company that has redefined itself and discovered how to use its quiet confidence to attract its relevant target market.

In the right direction

Developing a brand identity is often about taking back power – the kind of power that defines your business and what it stands for. This was certainly the case for specialist insurance company Compass. While the company offered a highly specialised and professional service to the insurance industry, its brand was not enjoying the kind of recognition it deserved. A lack of brand equity created a gap where a strong, unified identity should have been. And as with many other things, when it comes to branding, you are better off defining yourself, before others do it for you.

Our starting point was to uncover the real value that the company was offering clients  – value that lay in expertise and partnership. Compass is the go-to point for brokers and clients looking for specialist insurance; they facilitate the end-game, acting less like an insurance company and more like a consultancy. So we dropped ‘Insurance’ from their name and developed the ‘Enabling Opportunity’ positioning.

Next, we designed an essential, sophisticated, yet contemporary identity that would reflect the company’s professionalism and quiet confidence. Subtle calibration marks on a luxurious white paper stock reflect the measured way in which Compass analyses risk in order to identify opportunity for its clients. The new identity presents an interesting new balance struck between something elegant, something ambitious, and something new. The word mark is contemporary yet understated, the colour palette is mono yet is moves – all of which reflect only what is essential. The bespoke identity elements speak for a company that has redefined itself and discovered how to use its quiet confidence to attract its relevant target market.