Designing a relationship-driven insurance brand

Overview

Sorel Point is a Jersey-based independent specialist insurance advisor to offshore financial services intermediaries and family offices.

We helped crystallise the vision and launch a distinct and credible brand at speed.

Three outdoor advertising posters displayed on a brick wall, featuring Sorel Point branding and messages.

“Each stage of the brand sprint process was well defined and my time and expectations were managed expertly throughout. From the outset, Bence emphasised that a good brand is more than a visual identity, and the various workshops helped me to think clearly about my mission, values, tone of voice and messaging, as well helping me to actually shape the design brief for Bence and his team.”

Portrait of Henry Burton, Founder of Sorel Point
Henry Burton
Founder of Sorel Point
Concept of Sorel Point lightbox signage attached to a brick wall.

1.

Brand research

Dissecting local and global competitor brands revealed that many were dated and incoherent. The ones that resonated better had clean, professional visuals and clear, customer-centric messages.

The target audiences – fiduciary, legal and financial service providers – face complex risks and liabilities. Helping them requires a deep understanding of their challenges. There’s no one-size-fits-all answer in this niche insurance market.


2.

Brand strategy

“We disrupt the perceptions of insurance by placing relationships at the heart of it.”

This point of difference was key to reflect on the identity. The view that insurance as a force for good can enable people to take risks and innovate led us to the core purpose: to give people the certainty they need to pursue their ambitions.

  • Sorel Point logo in black on yellow background.
  • Sorel Point logo consisting of a yellow mark and white text on navy background.

3.

Brand design

Our design brief outlined a reliable brand but with a fresh perspective. We chose colours to reflect this: navy blue to signify trust, a vibrant blue and yellow to add a little twist. Since the brand is named after a geographic location on Jersey’s northern coast, it made sense to incorporate imagery of this dramatic scenery into the brand.


Logo design

We settled on an ‘S’ symbol resembling links of a chain. The two parts of the ‘S’ interlock into each other and surround a diamond to represent partnership and protection.

Young woman in front of a grey background carrying a yellow tote bag with the Sorel Point logo printed on it. Young woman in front of a grey background carrying a navy tote bag with the Sorel Point logo printed on it.

“I was very happy with the initial brand concept, but Bence took me through a very well structured critique process, resulting in identifying a number of areas for further refinement and an excellent final concept which fitted my brief perfectly - all completed within 3 weeks.”

Portrait of Henry Burton, Founder of Sorel Point
Henry Burton
Founder of Sorel Point

4.

Brand implementation

We swiftly rolled out the brand by focusing on digital deliverables: website, social media designs, e-signatures and slide templates.

Due to our strict timelines, we initially planned to have only simple icons and illustrations to round out the brand. However, the founder provided photography that significantly energised the visual identity.


Web design

The website takes advantage of photos of Jersey’s coast, and graphic artworks derived from the logo mark. Reader-centric, bold messages are a staple of the brand.

‘Home’ and ‘Who we are’ pages of Sorel Point’s website displayed on two tablets.

Presentation design

We produced a range of slide templates as part of the initial brand implementation.

Four slides from Sorel Point’s presentation, featuring drone photos of a rocky coast and bold typography over white or navy backgrounds. Four pages from Sorel Point’s slide deck featuring linear artwork inspired by their logo, and bold typography over white, navy, or yellow backgrounds.

Brand guidelines

For Sorel Point, we crafted a brand book that reflects their coastal elegance. It includes the brand’s core identity, values and personality. It also covers detailed guidelines for logo, colour palette, and typography. This document will serve as a lighthouse for Sorel Point’s brand as they navigate the tides of the market.

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