Case study

Chartered Insurance Institute

Rebuilding public trust

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The Chartered Insurance Institute (CII) serves as the UK’s premier professional body for insurance and financial planning professions, with more than 125,000 members in over 150 countries. The CII conducted a strategic review and identified key challenges facing the organisation, namely rebuilding public trust in the insurance sector, as well as raising professional standards.

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APPROACH

We identified a number of strategic focus areas where the CII could improve the image of its brand – these included its visual identity, as well as the hierarchy, architecture and naming systems used across the organisation. This core development work would help to unify and strengthen the CII’s full portfolio; a necessary step to re-engage industry professionals.

Approach

SOLUTION

A new visual identity was developed using elements from the CII’s coat of arms to build on the organisation’s symbolism and rich history. In contrast to the complexities of the original, a simplified line style portrayed a more sophisticated, contemporary organisation.

An important consideration was that the system needed to be scalable to work across the variety of sub brands, faculties and societies, bringing them all together under one umbrella that would reflect a shared purpose, and provide a platform for future expansion.

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2.2K
VISITORS

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£1.1M
REVENUE

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10
REACH

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98%
IMPRESSIONS

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2
AWARDS

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RESULTS

Our new visual identity was rolled out by CII’s implementation partners across its website, social media and printed marketing and communications materials. The organisation has since relocated its headquarters to Lombard Street as part of its continuing mission to become more modern, relevant and diverse, describing the new base as “open plan, fully up-to-date and technologically sound”.

Over the last 12 months 2,000 more people enrolled in new units, while the number of people attending CII events – which promote the profession to new talent – has risen from 9,910 to 30,000.

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