Building upon its 18-year partnership with Brandimage, MMA insurance sought to reposition its communication to reach both professional and individual targets with its core values of trust, engagement, and optimism. To align the brand expression with the strategic positioning, Brandimage modernized, added flexibility, and guaranteed coherence to the brand’s expression through a new visual style that embraces real-life moments.
Using a pallet comprising bright and shaded colors, images of real-life discussion or action, and an iconic circle as the key graphic symbol, Brandimage established a pictographic vocabulary that enriches and prioritizes the brand message to make it easily understandable. The graphic territory, which adapts to all media, guarantees visual consistency across multiple channels.
To ensure an organized deployment of the new visual language, MMA and Brandimage developed practical tools, including an identity cookbook, online graphic guidelines to apply the new iconography, and a video that explains how to use the visual language.