We helped Swiss Re find the name and visual identity for iptiQ, its first consumer insurance brand in China.
The challenge
In 2020, Swiss Re, the world’s largest reinsurer, planned a sub-brand that would sell directly to consumers. As a business-to-business company, it knew little about Chinese consumers’ insurance needs. To launch, it had to identify target segments, assess its brand awareness in China, and design a consumer-friendly identity for major online channels.
Our approach
In-depth interviews showed how logo and design elements shaped trust in different scenarios. We also tested Chinese naming ideas for relevance, pronunciation and recognition.
The result
Branding strategies for iptiQ that communicate a trustworthy, long-standing brand, with fresher designs to attract consumers under 35.
