SIRIUSPOINT BRAND IDENTITY
A NEW VISION FOR A GLOBAL MERGER

UNCONVENTIONAL BRANDING FIT FOR A FORWARD THINKING GLOBAL (RE)INSURER

CHALLENGE

Our existing client, Third Point Re, instructed us in late 2020 that they would be merging in early 2021 with Sirius Group to create a major global (re)insurer. We were told the task of branding the new entity – SiriusPoint – could be ours, if we could convince the incoming CEO that we could match his expectations for such a prestigious global brand.

SOLUTION

They wanted something genuinely different from their competitors and something that felt challenging and innovative. We worked collaboratively with their key figures based both in New York and the UK in a series of weekly online workshops and presentations, constantly striving to deliver them a unique branding.

RESULTS

The branding was unconventional and flexible yet still coherent. The logo existed as a stamp or in different graphic formats with the wider brand being anchored around a series of high-concept, commissioned illustrations. The result? A fresh identity and a more than satisfied client: "So much positive feedback! Kudos to your team!"

LAUNCH DAY BRAND FILM

The new brand launched online on the 8th March with an introductory webinar, website and social media. The first visual item staff were greeted with was this introductory brand film which let staff know, in no uncertain terms, that SiriusPoint was not going to be a conventional (re)insurer. The video set the tone and outlined the company ethos that they were “not your typical (re)insurer.”

A SIMULTANEOUS TAKE OVER OF THE NEW YORK STOCK EXCHANGE & TIMES SQUARE

SiriusPoint floated on the NYSE on the 16th of March and literally took over the New York Stock Exchange building inside and out, with our branding adorning the trading floor, conference rooms and the historic bell-ringing platform where companies are officially floated. A truly prestigious day was rounded off with an animated ‘super sign’ billboard in Times Square.

LAUNCHING DURING LOCKDOWN

Launching the brand during Lockdown meant a comprehensive digital roll-out including social media engagement, the website, a live webinar, PPT presentations and online meeting backgrounds.

MAKING A SPLASH IN TIMES SQUARE

It doesn’t get much more prestigious and iconic than prime location advertising in Times Square. The ‘super-sign’ was a great platform to showcase both the logo and animate the illustrations as an engaging way of announcing their listing on the New York Stock Exchange.

MERCHANDISE – THE GRAPHIC LOGOS REALLY COME TO LIFE

The multi-coloured ‘graphic’ logos we created for SiriusPoint meant that the brand really came to life on white merchandise. To echo their ESG (Environmental, Social & Governance) commitments, we also proposed, wherever possible, eco-friendly, recycled materials for the promotional items.

THE ADVANTAGE OF AN ATYPICAL IDENTITY

One of the central philosophies that underpinned the SiriusPoint branding from the start was that we didn’t want to deliver a ‘typical, blue corporate insurance’ identity. The flexibility we imbued in the branding anchored around a simple, yet strong marque, meant we could explore very diverse and engaging ways of bringing the brand to life – such as this animation that was used in one of the function rooms at the New York Stock Exchange.

MARKETING MATERIALS WITH ENGAGEMENT AT THEIR HEART

The CEO of SiriusPoint was very particular in what he expected for their marketing materials – they wanted them to look like documents that people would actually ‘want to read and not ones they thought they had to’. The illustrations we commissioned were integral to the end product – creating a series of brochures, reports and white papers that were more like magazines than traditional corporate brochures.

A COMPREHENSIVE LIBRARY

In addition to the commissioned illustrations, we created a library of stock illustrations that were treated in the brand colours and textures so that there was a sense of consistency and ‘brand ownership’ to them.

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Whether you need a comprehensive rebrand, a targeted campaign, social media engagement or a head-turning stand at a trade fair, we have both the expertise and experience to to really get your brand working better for you. What’s more, we only give you creative ideas that reach the right target audience and ultimately get results for you.

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