ArmadaCare was impressed with the brand identity we had created for its sister company, SiriusPoint, and wanted something less corporate for itself. More importantly it needed to feel more personal, more engaging and more emotive. The existing brand identity was also very complex with dozens of sub-brands and logo options.
We created a strapline ‘Feel the Benefits’ which underpinned the new, more personal approach to communicating ArmadaCare’s services. This was realised with a more directly engaging, ‘real-world’ style of imagery, a more visually confident approach to colour and hand-written messages that reflected what end customers really wanted. We also pared everything back and suggested the removal of unnecessary sub-brands.
In addition to creating the refreshed brand identity, we delivered a comprehensive set of style guidelines and a new website. The simplifying of the overall brand architecture and a more streamlined approach to the brand identity in general has revitalised the ArmadaCare brand.
ArmadaCare had an in-house design capability so we needed to create a concise yet wide ranging set of style guidelines in order that their team could roll out materials that enhanced the brand at every opportunity. Fundamental to any guidelines is the need to strike the right balance between consistency and flexibility – which was at the heart of our approach to the guidelines.