Partners’ cover for Wellington brand

The Partners has been appointed by Wellington Re-Insurance, the newly formed arm of established insurer Wellington Underwriters, to develop the company’s positioning and brand identity.

The two-phase project will begin with defining the brand and is likely to involve a revamped logo and new name, says The Partners strategy partner Gareth Williams. The second phase of the work will extend to marketing communications, office interiors and signage. The finished work is expected to be launched in October.

Wellington Re-Insurance, which will compete against large multi-national organisations such as Swiss Re-Insurance, believes it can successfully offer a ‘very different proposition’, according to Williams.

‘Wellington has a different style and ethos to the established way of doing business in this market and wants to take a service-oriented approach, focusing on speed of response, face-to-face communication and approachability,’ he says.

The Partners will develop a brand identity, including language and graphic identity and ‘try to articulate what is different’ about the company, adds Williams.

‘We’ll be looking at competitors’ marketing material to see if there is an industry language and try to identify if there is an opportunity to speak with a different voice.’

The consultancy was appointed earlier this month following a competitive strategic and credentials pitch against CGI Brandsense.

The Partners creative director Lina Jenkins will be creative lead on the project.