RuleBook from Moore Stephens – ‘The Beast’


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‘RuleBook™ is a rules engine providing power to authors to develop and validate algorithms (RuleSets), without the need for specific technical IT knowledge’… not a product descriptor to get the pulses racing! Moore Stephens came to us with a simple challenge – to make Rulebook look and sound really interesting. 


We created a persona for RuleBook, ‘The Ultimate Insurance Beast’ – a hybrid animal indicative of a combination of all of the expertise and tools at their disposal. This concept also reflected the fact that RuleBook was a constantly evolving product to match clients’ needs.


We created animation, stand graphics and advertising amongst other collateral to launch the product. Moore Stephens really got behind the whole idea of the ‘Beast’ and it has proved an extremely useful piece of branding to help them engage and attract clients.