Positioning Peru’s largest insurer as the partner for life’s journey
The insurance market in Peru was typified by brands focused on risk, danger and negative situations for customers, creating price attrition and product commoditisation in the market. To realise their growth strategy, Rimac sought to reposition and drive re-appraisal as the brand that makes customers lives healthier and more fulfilling, everyday. This involved bringing new attributes to the Rimac brand that could deliver a holistic, pro-active approach to wellness and demonstrate a closeness to customers.
The concept ‘Life’s Vibrant Journey’ introduced a powerful evolution to the brand whilst preserving the mandated name, logo and base colours. This transformed the design and communications system, introducing iconicity and an art direction that delivers ‘authentic lives, lived at their best’. Estar Bien (Be Well), the brands 1m+ social community, was repositioned with a design system used to empower subscribers to share, learn and take the necessary steps to improve their financial, physical and mental wellbeing.
We introduced a motion and sonic asset (derived from the ‘M’ in the Rimac logo), to create a powerful metaphor for life’s journey. This enhanced brand attribution across Rimac’s touchpoints and media as one of the country’s largest advertisers. Every element in the system has a role to play in communicating the journey to holistic wellbeing; colour unlocks a mood of vitality, positivity and energy and a bespoke font and typographic system bringing a uniquely human voice to the category.
Positioning Peru’s largest insurer as the partner for life’s journey
The insurance market in Peru was typified by brands focused on risk, danger and negative situations for customers, creating price attrition and product commoditisation in the market. To realise their growth strategy, Rimac sought to reposition and drive re-appraisal as the brand that makes customers lives healthier and more fulfilling, everyday. This involved bringing new attributes to the Rimac brand that could deliver a holistic, pro-active approach to wellness and demonstrate a closeness to customers.
The concept ‘Life’s Vibrant Journey’ introduced a powerful evolution to the brand whilst preserving the mandated name, logo and base colours. This transformed the design and communications system, introducing iconicity and an art direction that delivers ‘authentic lives, lived at their best’. Estar Bien (Be Well), the brands 1m+ social community, was repositioned with a design system used to empower subscribers to share, learn and take the necessary steps to improve their financial, physical and mental wellbeing.
We introduced a motion and sonic asset (derived from the ‘M’ in the Rimac logo), to create a powerful metaphor for life’s journey. This enhanced brand attribution across Rimac’s touchpoints and media as one of the country’s largest advertisers. Every element in the system has a role to play in communicating the journey to holistic wellbeing; colour unlocks a mood of vitality, positivity and energy and a bespoke font and typographic system bringing a uniquely human voice to the category.
Positioning Peru’s largest insurer as the partner for life’s journey
The insurance market in Peru was typified by brands focused on risk, danger and negative situations for customers, creating price attrition and product commoditisation in the market. To realise their growth strategy, Rimac sought to reposition and drive re-appraisal as the brand that makes customers lives healthier and more fulfilling, everyday. This involved bringing new attributes to the Rimac brand that could deliver a holistic, pro-active approach to wellness and demonstrate a closeness to customers.
The concept ‘Life’s Vibrant Journey’ introduced a powerful evolution to the brand whilst preserving the mandated name, logo and base colours. This transformed the design and communications system, introducing iconicity and an art direction that delivers ‘authentic lives, lived at their best’. Estar Bien (Be Well), the brands 1m+ social community, was repositioned with a design system used to empower subscribers to share, learn and take the necessary steps to improve their financial, physical and mental wellbeing.
We introduced a motion and sonic asset (derived from the ‘M’ in the Rimac logo), to create a powerful metaphor for life’s journey. This enhanced brand attribution across Rimac’s touchpoints and media as one of the country’s largest advertisers. Every element in the system has a role to play in communicating the journey to holistic wellbeing; colour unlocks a mood of vitality, positivity and energy and a bespoke font and typographic system bringing a uniquely human voice to the category.
