Navy Blue colours Royal London

Navy Blue has been appointed to create the identity, website and marketing material for a stand-alone insurance business from The Royal London Group, which is being launched later this year with the aim of shaking up the ‘lifestyle protection’ market.

The yet-to-be-named brand, currently known as the New Protection Business, will sell critical illness, accident and injury, and income protection cover – to begin with through independent financial advisers.

Meanwhile, brand consultancy Zalpha has been working on the development of NPB’s values and naming strategy since October 2001, for what is believed to be a six-figure fee.

Zalpha partner Steve Abbot says name generation is at a ‘fairly advanced stage’ and ‘a couple of options’ are presently being considered to create a ‘friendly and accessible’ brand.

NPB communications manager Denise Ferguson compares the likely positioning of the brand to that of Egg and If in the financial services sector, but says, ‘We’re starting with a blank sheet of paper.’

Navy Blue joint managing director and creative director Douglas Alexander says, ‘All aspects of the communication – from the tone of voice to the selling environment – will be completely different [from the market norm].’

While ‘financially astute, AB professionals’ will be the initial target, Ferguson says the plan is for the brand to have a wider appeal.

She adds, ‘We aim to be more consumer-focused than traditional financial services brands, so that people see the relevance of financial advice.’

Zalpha won the job without a pitch, while Navy Blue was appointed following a four-way pitch at the beginning of May.

Navy Blue’s fee is yet to be confirmed.