Description of the problem
A decade after its establishment, Sina Insurance’s financial and organizational situation was not very stable. The vision of the company was not realized and was even considered bankrupt by some experts in the insurance industry, as far as this negative reputation was reflected in the media.
In parallel with their mission to restore the material capital of the company, Sina Insurance managers thought about restoring the identity and spiritual reputation of the brand in the eyes of the audience. The 14th anniversary of the establishment of Sina Insurance provided a good opportunity to launch a new brand. On this occasion in 2015, Sina Insurance started a multifaceted transformation program with the participation of Vand to become a bold, reputable and customer-oriented insurance brand with ambitious goals in the country’s insurance industry.
This project was carried out in collaboration with Rob Janoff, an international colleague of the Wend team. Rob Janoff (link to about us) is the designer of the logo of Apple company, who has collaborated with us in various projects in countries such as Ireland, UAE and Italy before Sina Insurance.
Challenges and solutions
How should a brand with serious reputational issues and dealing with serious legacy issues be revived? Our solution was this: Sina Insurance needed a completely new identity and we had to start its reconstruction from the ground up. Within weeks, we had meetings with insurance executives to get to the root of the problem. A clear sign of change was a completely new verbal and visual identity that served as a blank slate and a new opportunity to introduce the brand to the audience. As part of the branding campaign, the new slogan “Gird Dast Dost” was chosen for Sina Insurance to convey this message in a strong connection with the Brand Promise: “Sina Insurance claims friendly support in all its communication activities to Customers can walk on their desired path without fear of accidents and with the support of the effective support they receive.
Detailed studies and research were carried out to develop the branding strategies of Sina Insurance.
In addition to chatting with Sina Insurance managers and analyzing the company’s past years’ performance reports, our experts traveled to several cities for field investigation and conducted in-depth interviews with the company’s representatives. Our impression was that the communication between Sina insurance representatives and branches with customers and audiences is very sincere and friendly.
In this sense, Sina Insurance was very different from insurance companies, which in most cases have a complex and formal administrative structure. This was a special and important point of differentiation that we discovered at Sina Insurance, and then, accordingly, we followed the program of harmonizing the visual and verbal identity with the realities and hidden values of the brand.
The branding strategy of Sina Insurance was developed based on the key variables of the nature of the brand, i.e. friendship, intimacy and soft communication (inside and outside the organization). The visual spaces of Sina Insurance were designed very simply, and dark blue, white and turquoise colors were chosen as the main colors. The dark red color showed the seriousness and formality of Sina Insurance, while the lines and supergraphics were designed very soft and smooth to reflect the intended intimacy in this new identity. The supergraphics designed for Sina Insurance are based on the main rivers of Iran and include 5 It is a different situation that in each situation, using the rules in the brand book, they become one of the colors of Sina insurance.
The softness and simplicity of the Sina Insurance logo was fully reflected. We examined different Sinas in Iranian writing styles and calligraphy, and in the logo that we finally made for Sina Insurance, a design of the letter “S” (the first letter of “Sina”) is used, which is very similar to the English letter (S). Was.
Results and impacts
Not only did Vand help position Sina Insurance more prominently in a competitive market, but internally, the feedback from the brand’s employees and leaders was reported to be overwhelmingly positive.
By in-depth monitoring of how Sina Insurance members interact with customers and measuring the customer experience, we partnered with Sina Insurance to identify and pursue opportunities to better engage with customers across our entire value chain.
As a result, the mood of Sina insurance brand identity was designed to be more friendly and warm than other insurances. By discovering and highlighting the element of friendship in the nature of the Sina insurance brand, the new visual identity of this company was able to remove the previous very negative image from the minds to a great extent, in line with the fundamental changes.
Of course, the importance of Sina Insurance rebranding project was not only limited to changing the mentality of the company’s previous audience, but the changes caused this brand to become a familiar name for many people who did not know about it. In fact, it can be said that Sina Insurance was not well known before this project; If there was, its image would be tied to failure and decline. With rebranding and at the same time the development of branches and agencies, the financial success and brand awareness of this company increased.
The details of the project were compiled in a comprehensive 166-page brand book. The rebranding of Sina Insurance was one of our most daring professional experiences. In this project, the logo, logotype, color and overall visual mood of Sina Insurance was changed and the only thing that remained constant was the company name. This amount of boldness happens less in Iranian insurance institutions, which have a conservative and cautious nature.
“Continuing to update the structure of the organization and the processes of providing our services, and in order to improve communication platforms with customers and audiences, we updated our visual identity. In designing the new identity of Sina Insurance, we were looking for it to present an image suitable to our position and new approaches and to define the appearance of the collection according to the taste of today’s audience. In this project, with the help of Rob Janoff and Vand team, an effort was made to design an Iranian identity for this company, while at the same time meeting the standards of the world.”
Amin Shirkani-CEO of Sina Insurance
The designed logo of Bimah Sina won the best brand awards competition in Dusseldorf, Germany, one year after its unveiling.
Sina Insurance partners:
Amin Shirkani (CEO)
Rob Janoff (Design Director)
Toraj Saberivand (Design Strategist)
Reza Bakhtiarifard (logotype designer)
Mohammad Hashemi (graphic designer)
Ali Jamali (graphic designer)
Nilofar Sharifi (graphic designer)
Nima Mehrpouya (Strategist)
Joel Boehm (Communications Manager)
Project process: design strategy/redesign of brand image identity
Project execution time: 1396