Workerslife

Brand and Executions

Workerslife is an insurance and life assurance company. They were looking for an agency to help them enter the South African insurance market by creating an inspiring brand that carries their heritage.

Their Problem

Prior to our engagement, the company had been in existence for 10 years as an investment and insurance division for one of the biggest unions in South Africa. In 2012 they felt the time was right to penetrate the very competitive mainstream South African insurance market.

For this they were looking for a one-stop-shop brand management agency, which could create the identity of the brand, develop a brand strategy & marketing strategy, design and role out of the physical evidence which included: product brochures, marketing material, digital assets, corporate identity manuals, walk-in branches, branch configuration manuals and branded products.

Workerslife picked their agency via a competitive pitch process, which we were invited to take part in, along with two other agencies (including the incumbent agency). Frontline won the pitch because of the way we interpreted their brand and brought it to life in our branch design presentation.Our Solution

·We designed and created brand management assets for Workerslife, such as their brand management framework, CI manual and branch configuration manuals.

·We successfully brought their brand to life by infusing the personality and heritage of their brand into the designs of their branches and marketing collateral.

·We designed their branches to be a pleasurable sensory experience based on story-telling. We did this through imaginative use of colour, imagery, artwork and ornaments, infusing a combination of interior design, art and brand design. This gave their branches a unique personality and identity that set them apart from other insurance offices.

·We ensured that the branch space was a modern, comfortable, non-intimidating and welcoming place of business. Subtle communication and information from posters and digital assets keep the customer engaged and informed about the brand and services through out their visit.

·Although Workerslife was serving a lower middle income segment, our branches were designed aspirationally to speak to the upper middle class market to inspire customers to grow their stature with-in the brand. Meanwhile we were also positioning the brand to extend to value-seeking higher income customers in the same way that Capitec did in the banking industry.

·Our strategy was to have a brand that was not only enjoyable for the customer, but also engaging for the staff. In this way, staff could feel connected, engaged, and look forward to coming to work everyday. We wanted the team at Workerslife to become a part of the experience of the brand.