Lumley – large scale brand identity

This section uses a client project as a case study to demonstrate our skills. It is a
re-branding project for Lumley, an insurance company. It was chosen because it
highlights nearly all the disciplines of our service offer.

The project

Even though the Lumley logo was never updated this time around, Lumley’s new brand identity is an excellent case study to illustrate how brand works. The fact that the logo wasn’t touched makes it a worthy case study because it highlights the fact that brand is so much more than a logo.

Background

Lumley has been an Insurance provider and underwriter for more than 100 years. In recent times a price war throughout the industry and international competition had damaged Lumley’s reputation and market share. Introduction of a new CEO in 2008 brought an opportunity to turn this around and put each part of the business under the microscope. To signal Lumley’s revitalised approach to doing business a refreshed brand identity was created.

Positioning statement

After looking at the brand definition, redefining Lumley’s values and behaviours and rewriting a value proposition, a brand personality was created to highlight Lumley’s difference in the marketplace. This process revealed that as a result of experience and expertise Lumley’s products and services have significant value-add benefits compared with competitors. This became the foundation for the brand strategy and using a single-minded proposition (SMP) of “more than” a positioning statement (here) and a secondary system (below) were created.

Updated colour palette

Lumley’s primary colour palette included a red that was very similar to a competitor, Vero, but for Lumley the red had a lot of heritage and equity. Rather than throw it away, and influenced by the SMP “more than”, we added a dark gradient to it. This not only differentiated Lumley from Vero but also gave Lumley a more premium feel.

Typographic refresh

A new font, Bree, was added to the secondary system. Meant for use as a display font only, the curvy nature of it makes it unique, approachable and unexpected and its quirks add that little bit extra.

Language

The Lumley language is heavily influenced by the SMP “more than”. The language offers that little bit extra by using thought provoking word combinations that can be interpreted in more ways than one.

Left top and bottom: Spreads from the Transport Story brochure. Right top: Liability folder for third-party brokers. Bottom right: Jargon buster for third-party brokers to help with Motor Industry terminology. See more on the Transport Story here

Double take

The Lumley photography is heavily influenced by the SMP “more than”. The photography offers that little bit extra by having a “double take”.

Icons

With any client it is difficult to rely photography alone to illustrate the intricacies of their operations across all communications. Other times it may be prohibitive due to cost, medium or media. For Lumley we introduced cut-out icon style. Not only does this make Lumley feel approachable and human it also differentiates them from the competition with an ownable and easily recognised style.