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Going Back to the Future

When Motor Underwriting Agencies (MUA) began it was the first specialist underwriting agency for the motor insurance industry. In 1988, this was very significant, as no-one had ventured into the territory of insuring niches before. And so it was that MUA made its name almost exclusively from providing classic and executive motor vehicle insurance to a highly affluent niche market. But times change, and with new leadership and an expanded product offering, MUA was ready for a purposeful make-over.
In partnership with us, MUA embarked on a journey to discover, or rather re-discover, a new brand character which more accurately reflected their services, their operating model and their vision. The challenge was twofold: firstly, MUA needed to change the perception that it only offers executive and classic vehicle insurance; and secondly, it had to challenge the notion that it only serves wealthy male customers. The new brand identity had to attract a new target market, while not alienating the existing one. Further to this, the new brand had to deliver breakthrough with brokers, who play an integral part in the business’ process.
To redefine a brand, one has to go back to its origins and make a contemporary translation of the existing or pre-existing values, and to make it relevant in its current context. Through this process the company character and culture was defined, which will take the brand into the future. The individual now becomes central to MUA’s philosophy – and in adopting this philosophy, MUA has gained a competitive edge, offering a concierge service in the insurance sector.
Having crystallized MUA’s new brand image, we set out to implement the new visual identity for the company at various important touchpoints. This involved re-designing everything from stationery, calendars, brochures, to the newsletter email and website.
Translating a company’s vision into a unique and tangible brand is an exciting and rewarding process – it is a substantial but simple process. Substantial, because without understanding the core fundamentals, no brand promise can be made with integrity. Simple, because providing a new lease on life shouldn’t be made more complex than is necessary.

When Motor Underwriting Agencies (MUA) began it was the first specialist underwriting agency for the motor insurance industry.In 1988, this was very significant, as no-one had ventured into the territory of insuring niches before. And so it was that MUA made its name almost exclusively from providing classic and executive motor vehicle insurance to a highly affluent niche market. But times change, and with new leadership and an expanded product offering, MUA was ready for a purposeful make-over.

In partnership with us, MUA embarked on a journey to discover, or rather re-discover, a new brand character which more accurately reflected their services, their operating model and their vision. The challenge was twofold: firstly, MUA needed to change the perception that it only offers executive and classic vehicle insurance; and secondly, it had to challenge the notion that it only serves wealthy male customers. The new brand identity had to attract a new target market, while not alienating the existing one. Further to this, the new brand had to deliver breakthrough with brokers, who play an integral part in the business’ process.

To redefine a brand, one has to go back to its origins and make a contemporary translation of the existing or pre-existing values, and to make it relevant in its current context. Through this process the company character and culture was defined, which will take the brand into the future. The individual now becomes central to MUA’s philosophy – and in adopting this philosophy, MUA has gained a competitive edge, offering a concierge service in the insurance sector.

Having crystallized MUA’s new brand image, we set out to implement the new visual identity for the company at various important touchpoints. This involved re-designing everything from stationery, calendars, brochures, to the newsletter email and website.

Translating a company’s vision into a unique and tangible brand is an exciting and rewarding process – it is a substantial but simple process. Substantial, because without understanding the core fundamentals, no brand promise can be made with integrity. Simple, because providing a new lease on life shouldn’t be made more complex than is necessary.

When Motor Underwriting Agencies (MUA) began it was the first specialist underwriting agency for the motor insurance industry. In 1988, this was very significant, as no-one had ventured into the territory of insuring niches before. And so it was that MUA made its name almost exclusively from providing classic and executive motor vehicle insurance to a highly affluent niche market. But times change, and with new leadership and an expanded product offering, MUA was ready for a purposeful make-over.
In partnership with us, MUA embarked on a journey to discover, or rather re-discover, a new brand character which more accurately reflected their services, their operating model and their vision. The challenge was twofold: firstly, MUA needed to change the perception that it only offers executive and classic vehicle insurance; and secondly, it had to challenge the notion that it only serves wealthy male customers. The new brand identity had to attract a new target market, while not alienating the existing one. Further to this, the new brand had to deliver breakthrough with brokers, who play an integral part in the business’ process.
To redefine a brand, one has to go back to its origins and make a contemporary translation of the existing or pre-existing values, and to make it relevant in its current context. Through this process the company character and culture was defined, which will take the brand into the future. The individual now becomes central to MUA’s philosophy – and in adopting this philosophy, MUA has gained a competitive edge, offering a concierge service in the insurance sector.
Having crystallized MUA’s new brand image, we set out to implement the new visual identity for the company at various important touchpoints. This involved re-designing everything from stationery, calendars, brochures, to the newsletter email and website.
Translating a company’s vision into a unique and tangible brand is an exciting and rewarding process – it is a substantial but simple process. Substantial, because without understanding the core fundamentals, no brand promise can be made with integrity. Simple, because providing a new lease on life shouldn’t be made more complex than is necessary.

When Motor Underwriting Agencies (MUA) began it was the first specialist underwriting agency for the motor insurance industry.In 1988, this was very significant, as no-one had ventured into the territory of insuring niches before. And so it was that MUA made its name almost exclusively from providing classic and executive motor vehicle insurance to a highly affluent niche market. But times change, and with new leadership and an expanded product offering, MUA was ready for a purposeful make-over.

In partnership with us, MUA embarked on a journey to discover, or rather re-discover, a new brand character which more accurately reflected their services, their operating model and their vision. The challenge was twofold: firstly, MUA needed to change the perception that it only offers executive and classic vehicle insurance; and secondly, it had to challenge the notion that it only serves wealthy male customers. The new brand identity had to attract a new target market, while not alienating the existing one. Further to this, the new brand had to deliver breakthrough with brokers, who play an integral part in the business’ process.

To redefine a brand, one has to go back to its origins and make a contemporary translation of the existing or pre-existing values, and to make it relevant in its current context. Through this process the company character and culture was defined, which will take the brand into the future. The individual now becomes central to MUA’s philosophy – and in adopting this philosophy, MUA has gained a competitive edge, offering a concierge service in the insurance sector.

Having crystallized MUA’s new brand image, we set out to implement the new visual identity for the company at various important touchpoints. This involved re-designing everything from stationery, calendars, brochures, to the newsletter email and website.

Translating a company’s vision into a unique and tangible brand is an exciting and rewarding process – it is a substantial but simple process. Substantial, because without understanding the core fundamentals, no brand promise can be made with integrity. Simple, because providing a new lease on life shouldn’t be made more complex than is necessary.