Crafting confidence with a brand name and visual identity

Creating a unique and ownable brand name and visual identity for a new trust company that instills hope and promise of a bright and secure future.

Needing to inspire and motivate our clients’ two distinct audiences, we first needed to understand their unique pain points. For legal professionals, the goal was to communicate a powerful combination of experience, knowledge and leadership. For plaintiffs, we set out to convey the peace of mind that they will be taken care of for the rest of their life.

Through these two lenses, our challenge was to develop a name and identity that would relate to the functional works of the trust as well as connect on an emotional level to drive consideration and confidence.

While many competitors played into the notion of reliability and tradition, the area of opportunity that was seen was to take a more contemporary and forward-thinking approach to the brand’s naming and design.

With an inspiring and comforting name paired with a sophisticated brand identity, we helped Assura launch a unique and ownable visual brand expression that articulates the main consumer benefits – predictable, reliable, credible, all while showcasing a modern feel that is unique to the category.

It has been deeply gratified to witness the implementation of a new, carefully considered Assura Trust identity that has provided our client with exactly what they promise theirs – a future that is reassuring and secure with certainty and proven results – a constant they can depend on.