Direct image from Tutssels

The Royal SunAlliance is unveiling a new corporate identity on 1 September for its direct insurance arm, which it says will be pivotal in establishing its brand.

Tutssels created the identity after winning a credentials pitch against Design House and Johnson Banks. The consultancy won on its ability to translate brand images from literature to animation, says Tutssels marketing director Liz Dunning.

Strong branding is becoming a keystone in the fight to make direct insurance firms front-of-mind for consumers.

Royal SunAlliance worked with Brand Guardian for its brand development along with Tutssels.