We’ve got your back
Building a new identity & voice for an established online travel insurance brand.
Brand: Travel Insurance Direct
Role: Creative Direction
Challenge
TID is known for their great value product that is quick and easy to purchase. However there was little engagement outside the purchase path and little brand loyalty or retention. In a highly competitive market place this needed to change. After holding a series of collaborative workshops with branding agency End Of Work, we repositioned TID to stand out, not just for insurance but for assistance before, during and after the customer’s trip.
UX Tools
Metrics & Analytics
Stakeholder Interviews
Competitive Reviews
Requirements Workshop
User Research
- Collaborating with TID General Manager, CEO, Head of Customer Service and Marketing, we gathered the analytics around our current users and broader market data.
- We engaged End of Work, a small but excellent brand agency specialist, to help us through the branding process.
- With help from Justin & Goran, we began with an intensive workshop by defining each of our user groups’ requirements, needs etc and plotting them out in a matrix focusing on: Needs/Concerns/How we want them to feel/Benefits/Desires etc.
UX Tools
Process Diagrams
Stakholder Workshop
Graphical Design Comps
Functional + Emotional
From the workshop, we articulated the core values and descriptors that began to define the voice of the brand. It became clear that there were both functional and emotional elements that spoke the users needs and aspirations.
Once we had agreed upon the core values we worked with End of Work to refine the Mission/Essence/Proposition/Voice for the brand.
The Brand Book
The Brand Book
Working with End of Work, we created a new personality for the brand and gave it a distinctive voice in a crowded market, the new logo acted as a ‘window to the world’.
The new identity helped TID increase their customer engagement and propelled TID to achieve its most successful month of sales.
Campaign Launch
The first outdoor campaign with the new brand identity featured a rich array of dynamic imagery with the new interchangeable colour palette, along with a down-to-earth, accessible tone of voice. The new TID promise was summed up in the punchy tagline…
We’ve got your back.
