Contea
About Contea
The work made for Contea runs to 1 verified project — mostly VisualIdentity, Insurance and Rebranding.
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Rebranding the Industry Challenger
Insurance broker Contea is a breath of fresh air in a conservative industry. They make things very simple and set new standards for transparency in both communication and contracts. We were tasked to defined their new brand position and given them a visual expression that supports their uncomplicated way of doing business. Many companies imagine that they are 'the naughty boy in the class', but very few can actually live up to it. Contea is different. They are, to that extent, the Danish David in an industry full of global Goliaths. Contea still insists on something as old-fashioned as personal advice. They challenge industry conventions, and they struggle every day to create more transparency in a mildly plagued insurance market. If you are more into objective criteria than agency subjectivity, then we can say that Contea has the industry's highest customer satisfaction and longest customer seniority. When dealing with risks, it is obvious to speak to the awareness of all that can go wrong. Not least when one's target group is primarily CFO types who are inherently susceptible to rational arguments. However, Contea left behind the widespread tendency to speak with fear. Not just because it was a bad idea, but because that's not what you do at Contea. They, therefore, came to Creuna with the desire to find a strategic foundation to establish their position in the market as a present, trustworthy, and not least different insurance partner. The task involved a continuous rebranding and rethinking of the company's identity - from the visual expression to their tone of voice. The new position had to be brought to life through a new image video, just as Contea's website faced a huge overhaul. We started the collaboration with a strategic analysis of the target group and competitors. The analysis led, among other things, to four experience principles that have not only come to permeate their visual expression but encapsulate Contea's way of doing business. Based on the insights and principles, we have created a brand that dares to challenge the status quo and stands out from the crowd. Contea has the courage to put a thick line under the most important things. As part of a proper rebranding, we have transferred the essence of Contea's legacy from the old logo to the new one. We have retained the shape of the squares but reduced the complexity significantly. The style has become Contea's voice. Big, bold, underlined, and with a solid game of white space is used to make room for the essentials. The style acts as a strict conductor and highlights the melody of Contea's messages. The repositioning has also left its mark on Contea's communication. Attitudes are clearer and superfluous words are cut away. In other words, the digital presence has undergone a massive cleanup in both text and images. The results of a project like our collaboration with Contea can be calculated in many ways. We thrilled to have provided Contea with a design manual that creates consistency and quality across all interfaces. We are happy to have cut barely hundreds of content pages on the website down to seven core pages. But more than anything else, we are proud that the project has been the catalyst for a new way of thinking at Contea. That it has created a foundation for the naughty boy of the insurance brokerage industry to grow even bigger. http://www.creuna.com