Tokio Marine HCC were in need of a brand refresh in late 2019 having had a relatively unchanged identity for several years. A campaign that featured a suite of free-form directional arrows had been well received and we were asked to incorporate these arrows into a keynote presentation and look at ways these arrows could underpin their wider brand identity.
We proposed that rather than just use the arrows as mere decoration they became a more integral and purposeful element interacting with headline copy and pull-out copy. We also proposed injecting the tone of voice with a bit more attitude and simultaneously substantiating the arrows – the overarching theme became ‘We know our way around Risk.’
We created a graphic language of arrows that was more purposeful, distinctive and flexible and could interact with copy and photography. By summer of 2020 we had created a comprehensive set of guidelines, along with a library of arrows and mission statements, so that their in-house teams could implement the new look globally across multiple touch-points.
In the financial services industry where differentiation within your products and services can be difficult, the onus is on your brand and your marketing efforts being able to stand out and engage. If you would like to know what we can do to support, build or engage your brand we would love to meet and talk in more detail. Whatever your requirements – whether it’s a full brand refresh, a targeted campaign or a specific piece of literature, we can help.