Insurance Ireland

M E M B E R O R G A N I S A T I O N

Insurance Ireland

Brand Evolution

Insurance Ireland is the representative organisation for the insurance sector in Ireland. As the voice of insurance actively promoting the highest standards, Insurance Ireland represents 95% of the domestic market and more than 80% of Ireland's international life insurance market in Ireland.

InsideOut was entrusted with the task of evolving the Insurance Ireland brand identity. The overall challenge was to modernise the brand, enhance its relevance, and strengthen its connection with the organisation’s members.

Integrating a human element into the identity was crucial, aiming to enhance the organisation’s connection with its members and foster a more trusting relationship between the insurance industry and the public.

Our first step was a thorough brand audit to evaluate the current visual identity, design system and communication collateral. This process involved assessing the consistency, effectiveness, and alignment of various brand elements, such as logo, colour schemes, typography, and graphics. The goal was to identify strengths, weaknesses, and areas for improvement to ensure a cohesive and impactful brand presence. 

Based on our findings, we enhanced the existing brand elements by expanding the colour palette and refining font pairings, thereby introducing greater variety and flexibility to the design system. The incorporation of additional colours not only added visual richness but also contributed to a more polished and thoughtful aesthetic in communication materials.

In addition to refining the core elements, the logo, fonts, and colour palette, we also crafted a set of supporting assets. This included the development of iconography, an image library, and circle graphics, creating a comprehensive suite of visual elements to complement and enhance the overall brand identity.

The iconography exudes a bright and playful character, adding a friendly and approachable dimension to the brand personality. We established two distinct photographic styles to cater for different communication needs. A set of images featuring professional and business-focused subjects was curated for communications with the organisation’s members, while another selection of lifestyle-focused images was chosen for consumer communications.

The final element that brought everything together was the implementation of a system using circles in diverse ways. This introduced unique layouts and aesthetics, contributing to an overall distinctive and cohesive visual system.

The collaborative effort between InsideOut and Insurance Ireland in refining the brand elements stands as a testament to the power of strategic design evolution. By refining existing brand elements the visual identity has not only maintained its roots but has also blossomed into a more flexible and contemporary expression, conveying professionalism, trustworthiness, and a progressive outlook.