A fresh approach

CPP Group Plc Re-Brand

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Top Title and Testimonial
CPP Group Plc Re-Brand
Top Project Details
Project Type: 
Branding
Lead Designer: 
Rik Barwick
Client: 
CPP Group Plc
Project Details
Background: 

CPP Group Plc is an extremely experienced insurance wholesaler who have specialized in Card and Identity Insurance for the past 30 years. They have sold their insurance to the likes of O2 and Tesco for them to re-sell back to the consumer.

As the markets have changed, CPP has developed a range of different insurances and lifestyle products, with the recent release of a gadget insurance enabling people to insure single devices under a single policy.

CPP are very well respected in their industry, protecting over 11 million customers worldwide through their channels. CPP’s business plan was to push on into a more B2C market in 2011.

Project Brief: 

CPP approached us early in 2011 to look at their existing brand and make it more consumer focused. They wanted to examine their current website and adapt it to make it more of a sales tool.

Our Approach: 

After a series of workshops and consultations with the company we knew that the brand had a great heritage, given their experience and success. We knew we didn’t need to re-invent the wheel, but instead tweak what they have worked so hard to develop over the years.

Using our in-depth knowledge of consumer behaviours and current retail trends we looked at their proposed product portfolio and decided to add the company motto ‘here to help’ as a logo type. We then produced four category logos; home, gadget, personal and travel.

Once this was complete we had the challenge of brightening up the experience of visiting the CPP website – we did this by introducing a complementary colour palette. We didn’t want the site to be as colourful as their competitors, because we wanted to hold on to the prestige associated with the brand. Keeping this in mind, we looked into colour psychology and found colours that were associated with the brand categories.

Results: 

Analysis of the feedback we had received in our workshops gave us vital information which we could then execute into a slick new brand experience. The re-brand was greatly received by both the client and focus groups and we look forward to help in rolling this out throughout 2011, in both 'below' and 'above the line' campaigns and consultation with their in-house team.

The brand design was also well received amongst our peers and was featured in leading design publication ‘Design Week’.

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