In a strategic realignment the client-orientation is to be strengthened and the business model enhanced with new offers for provision insurance options. Together with Branders, Swiss Life has revised its brand strategy, by redefining its brand structure and developing a differentiated brand personality. To help the brand personality come to life, the visual brand image is being adapted in a phased approach.
Following the new corporate strategy of more strongly positioning themselves in the market as a provider of comprehensive provision solutions, in a first step the brand structure was revised. In order to do so, representatives of the European subsidiaries were asked to evaluate different scenarios in several workshops. Swiss Life utilized the results to confirm its umbrella brand strategy and introduced two new sub-brands to underline Swiss Life’s expertise in the relevant target group segments: "Swiss Life Asset Managers" takes over asset management for institutional clients. The sub-brand "Swiss Life Select" will be used to integrate the subsidiary AWD in the umbrella brand structure. It had been managed as a single brand before. Introducing new sub-brands emphasizes Swiss Life Select’s core strength of offering a broad portfolio of finance and provision solutions by a variety of providers.
Swiss Life
The future starts here.
A provider of comprehensive provision and financial solutions, this company wants to emotionalize the brand experience of its clients and is launching a rebranding in conjunction with Branders.
Background
Throughout Europe, Swiss Life offers provision and financial solutions. In Switzerland, with over one million policyholders, Swiss Life is the market leader in financial provision solutions.
Against this backdrop, the brand personality was newly designed around the existing claim "The future starts here". The brand personality underlines Swiss Life’s promise to rigorously take on its clients' perspective in order to offer the optimal solutions to them.
In an ongoing process, Swiss Life is adapting the brand experience at all contact points by comprehensively integrating the new brand personality and the new imagery. The new typography guidelines that have been established in an initial step for use in print media and on the website are setting the tone.
This new imagery plays a key role in emotionalizing the brand experience.
The new print media concept, with its generous use of images and modern typography, creates a more emotionally appealing approach of the target groups.
The subdued tonality of the text elements and the new application of typography set in the proven billboard grid serve to draw attention to the new images in the online presence as well.
Website: swisslife.ch
