Established in 1997, and with offices around the world, Texel is a specialist credit and political risk insurance (CPRI) broker.
Our brief was to help relaunch the business with a clearer message and a fresher, more modern look and feel.
In a highly competitive landscape, it was vitally important to not only understand the business, but also to get a real feel for its culture and standing in the market. After embarking on a period of intensive research and thorough strategic analysis, we realised how important it was to facilitate a story where insurance broking is an advisory relationship that is highly valued by clients; not merely an enabler to the insurance purchase transaction.
We settled on a brand narrative that was consultative rather than commoditised, and was all about the knowledge, intelligence and understanding that Texel apply to solving CPRI problems – they get it. The resulting brand proposition was ‘making the connection’.
Moving on to the brand identity, we liked the idea of giving substance, meaning and a sense of place to the name – we felt it would help tell a more compelling and endearing story.
The business is named after a Dutch island that held fond memories for its founder. And from the shores of that island came inspiration for the new logo – the Texel shell.
When you beachcomb for shells, it takes a keen eye to seek out the most perfect specimens that nature can design. The same goes for finding clients the right insurance solutions – which, just like the best shells, are impeccably structured and offer superlative protection.
Beautiful abstract imagery of shells and powerful product-specific photography was brought together with a simple ‘venn diagram’ graphic language – a metaphor for the connection between the insurer and the insured, and the strong relationships Texel have with their clients and network.
Alongside the work we were doing for the Group, we also applied the principles of the identity to their charitable trust, the Texel Foundation, which supports causes across health, education and social impact.
The brand experience has been rolled out across the business, from the website and presentation templating to literature and signage.
What we did
Brand strategy / Brand identity / Brand communications: Website / Stationery / Presentation design / Brochures / Signage / Art direction / Copywriting / Photography
“The Joneses annunciated their thoughts in a clear and concise manner and then executed their strategy with an extraordinary amount of creativity and patience.”Jerry Kohler – Director