Opportunity
Longstanding agency client QBE and SafetyCulture had formed a joint venture to create a new pureplay insurance brand. Its point of difference was their focus on preventing accidents before they happened, with the use of smart monitoring devices and digital tools. Its customers would then be rewarded with lower premiums.
Core Idea
Following category research and a collaborative workshop, the name Mitti was selected as it abbreviates the new brand’s key benefit – mitigating risks before they happen. We developed the brand strategy, tagline and identity – with the design solution created to communicate the pairing of data and people. The identity was executed across all channels and assets including a website sales platform – the new destination for the brand.
Results
It has been universally adopted by all stakeholders as the ideal personification of the brand. Following the launch of the business on the ASX in October 2020, the lead client said, “The Core Agency have been instrumental in building out our visual identity to convey who we are and the message we want to portray to our customers. In a very crowded market, the brand is inviting and distinct and we’re really pleased with how it blends the maturity of our industry with the youthfulness of a start up.”