Insurance & Reinsurance Case Studies
Differentiating a sub-brand

In 2005 Benfield launched the sub-brand, Benfield Corporate Risk to complement its reinsurance expertise. Focused on large, complex risk, Benfield Corporate Risk needed its own identity but also needed to be seen as part of the Group.

Objectives

Build on Benfield’s strong brand

Identify the business as a Benfield sub-brand

To clearly articulate the business’s position in a crowded marketplace

To communicate a complex proposition clearly

To create a unique brand with real competitive advantage

 
Brand Architects’ Strategy
An initial workshop identified a strong synergy between the parent company and the new entity. It also confirmed the positioning of the business as providing insurance for companies with large and complex risks. Further internal research and analysis was undertaken. The essence was defined as 'no-nonsense' articulated through the positioning line ‘The Power to Lead the Way’ and big, black and bold visual language.



Added Value / Solution
The strong brand and differentiated position created a solid platform for the launch of Benfield Corporate Risk, and it has grown and developed with the business.

The endorsement of the new brand through the use of the Benfield name has helped build its reputation. The new entity however, has a clearly defined brand of its own which uses bold typography and imagery to convey the big and complex business risks it enjoys structuring.

The strategic focus of the brand has clearly positioned the business in the insurance market.


Brand articulation movie