While Travel Insurance Direct had an excellent product, they’d never really stood out from their competitors. End of Work came on board to inject some personality into the brand, and give it a distinctive voice in a crowded market.
After holding a series of strategic workshops a position became clear – to make this brand stand out, not just for insurance, but for travel and assistance before, during and after a customer’s trip. End of Work began by abbreviating the brand name, and creating a strong logo system. Used in conjunction with dynamic imagery and an interchangeable colour palette, this logo acted as a “window to the world”. Along with the visual identity came a down to earth, accessible new tone of voice that was applied to everything from outdoor to online. TID’s promise was summed up in a punchy tagline: “We’ve got your back”.
Once complete, the new identity helped TID enjoy its most successful sales month ever – and saw the start of a new relationship between TID and the consumer.