BRYTE Insurance
Client: Bryte Insurance
Project: Rebranding Zurich to Bryte
Can creating a new brand idea instead of
a brand enhance recall and reputation?
CHALLENGE
Zurich insurance is a multinational insurer based in Switzerland. As part of their strategy to divest in Africa, they sold their Southern African operation to Canadian private equity firm Fairfax Financial Holdings. Due to this corporate action, they could no longer trade under the name Zurich and a rebrand was required.
INSIGHT
Zurich’s core executive team are people with deep insurance knowledge. They are trusted professionals who understand, mitigate, and protect against risk through partnership. They approach risk with purpose.
STRATEGY & CREATIVE
Instead of creating a brand, we created a brand idea: light. Light that breaks through the dark. Light at the end of the tunnel. The essence of the logo that we aimed to portray was partnership. We wanted to create an identity that represented the coming together of Bryte and brokers. The design direction landed on the idea of two ‘B’s coming together to form a partnership.
