Services

Strategy / Brand Audit / Brand Identity / Copywriting / Implementation

Challenges

Following a full strategic review the Chartered Insurance Institute identified a number of key challenges, namely rebuilding public trust in the insurance sector and working together as a united profession in order to drive confidence in the power of professional standards.

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Ian Simons, Marketing Director

“Not only did they understand our organisations challenges, but also the wider implications of re-engaging the public and the need to rebuild their trust in our industry.”

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Approach

Having identified three strategic areas of focus; brand hierarchy and architecture, brand nomenclature and brand identity, the portfolio was restructured to include Personal Finance Society (PFS), Society of Mortgage Professionals, faculties and regional institutes – uniting the group under one flexible, yet distinctive system.

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Solution

The core strategic development has been brought to life and fruition through the modern approach to the brands heritage. Utilising the brand heritage has worked to unify the full portfolio and industry to re-enage and evoke customer trust for the industry.

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Ian Simons, Marketing Director

“Smith & Milton really challenged us to address the core strategic objectives through a logical and rational approach. This meant that we could clearly demonstrate the value of the new identity, buying in all of our stakeholders and avoiding subjective debate. We now have a visual identity that is forward-looking, public-facing and ready to grow with us along with our ambitious goals.”