The consultancy was tasked with creating an identity and set of brand guidelines for its application that would help the business stand out from competitors.
It chose to highlight the HomeProtect Insurance belief that ‘everyone is entitled to insurance, no matter how different they are’ by using the idea of differentiation throughout the branding.
There are 16 different manifestations of the logotype, using different colourways and formations of shapes, which are arranged in grid patterns that can be modified for different applications. These aim to bring to life the proposition of ‘Be as different as you like, we’ll treat you the same’, according to The Allotment.
Mike Smith, Creative partner at The Allotment, says, ‘We developed a brand proposition focused on the line ‘Be as different as you like, we will treat you the same’ which communicates difference at every level. The identity manifestations and bold illustrations celebrate variety in people’s tastes and lifestyle.’
The identity will be used across all collateral including printed communications and online.