Last Updated on June 20, 2023
Why is Collingwood Insurance rebranding?
Collingwood has evolved and grown a lot since we were established back in 2006. While the products and services we offer have not changed dramatically, the world in which we operate has. Back when we launched there was no such thing as an iPhone, and Facebook was only just becoming available to the public.
As you can see from the graphic below, our current branding is a little dated and, in some ways, hinders the way we use certain technologies. As Collingwood continues to grow and we identify areas in which we could diversify, we also felt we needed a more diverse logo and associated brand.
What has happened with the Collingwood Insurance rebrand so far?
We recently undertook a brand audit, where we aimed to understand how Collingwood appears in a crowded marketplace. Within our brand audit we asked a range of existing and prospective customers what they like and dislike about our existing logo, colours, use of images and tone of voice.
We also asked the audience how strongly they associated certain words with the Collingwood brand. Some of the most popular word choices included:
- Informative
- Uncomplicated
- Helpful
- Reliable
We then expanded on these findings and began to create customer personas, to gain a better understanding of who is buying our products and, more importantly, why.
After analysing our initial research, we thought it was time to work with a marketing agency that could assist us with brand positioning and creating a new visual identity. By working with an agency, we knew we could use their expertise and experience, whilst we could concentrate on our roles and the things that matter.
How did we select the right agency for the job?
We began by creating a Request for Pitch (RFP) document, which was circulated to several local and national design agencies. A Request for Pitch is an industry term for a document that outlines the needs and requirements for a project, in this case a rebrand and new visual identity. Within the RFP, we asked agencies to submit a proposal on how they would address the requirements we outlined.
After receiving some amazing proposals from some super talented agencies, we reviewed the pitches one by one to establish which agency would be the best fit for us.
We knew that we wanted to work with an agency that really understood the competitiveness of the insurance industry. We also wanted to partner with an agency that had worked with a broad range of sectors as this would allow for a cross pollination of ideas.
After further meetings, we opted to work with Newcastle based agency JUMP. Headquartered just up the road from us in Newcastle city centre and boasting experience of working with the NHS, Co Wheels, Newcastle University and National Trust to name a few, they seemed like the perfect fit.
What are the next steps in the Collingwood Insurance rebrand project?
Over the next few weeks, we will start to get into the exciting stuff and begin work on a new logo, colour palette, typography, and other design elements.
Both Collingwood and JUMP are ambitious, and we can’t wait to create a new visual identity that reflects our brand strategy and really resonates with our diverse target markets.
We cannot wait to share our new branding with you over the coming weeks and months, so stay tuned to our blog and emails for more exciting details.
