With the goal of disrupting the insurance category in Canada, Economical Insurance launched Sonnet, the first entirely online insurance provider. Understanding the appeal of this new offer with an audience that is hungry for convenience and transparency, a category-challenging brand platform was developed which consumers were actually proud to associate with. During workshop exercises, a personality type was developed characterizing the brand as a “Rebellious Advocate”; one that reflected the new, digital way of doing things, but evoked a sense of security and trust, but still provided the permission to challenge convention and industry norms.
The platform was designed to connect with a young minded audience; one that was looking for an alternative. Illustrator Jean Julien was used to bring to life Sonnet’s unique way of looking at insurance and their open and honest relationship with the customer. We developed the visual language, logomark, brand collateral and a brand standards guide for implementation of the graphic elements across a wide range of applications and consumer touchpoints, including a traditional, physical welcome pack and digital policy documents.
Work completed under contract with DDB Canada.
