Insurance marketing and branding
Services
Client
Who are Amarillo?
Amarillo is a fast-growing B2B insurtech, based in the heart of London. Offering SaaS solutions to fix long-standing challenges in Delegated Authority insurance operations. At home in the Lloyd’s building, Amarillo’s mission is to help insurers, reinsurers, MGAs and brokers improve efficiency, safeguard compliance and increase profitability by transforming how binding authority data is collected, shared, analysed and visualised.
Process
With limited marketing assets and without an existing marketing or brand strategy, the next stage was to work on developing a clear strategic foundation for the Amarillo brand. It was only once the strategy and target personas were in place could we then move on to shaping their new bold visual identity and compelling messaging which fully captured their identity and what they offer to the market.
Refreshing the brand identity
The combination of the new visual identity and messaging suite speak of Amarillo’s confidence and growing market-position. It reinforces how they are a valued partner to their clients, the absolute trust engendered in their products, outcomes and people, and how they are leading the space with credibility, reliability and innovation.
Go beyond bordereaux
When we first met with Amarillo, we discovered that they were seeking a strategic partner that could build their marketing capability and, through a series of immersion calls, identified that their current brand didn’t wholly reflect the ambition and growth trajectory the company was experiencing.
Digging deep, we collectively identified that their primary challenges were visibility and the need to clearly communicate their values through both product and corporate brand identity. They needed a brand look, tone, feel and messaging that truly reflected their new, confident identity. In addition, it also needed to better position them and their soon-to-grow product suite in the market, and to attract greater industry attention.
A brighter approach to branding and insurance marketing
Through a series of workshops, and working as an extension of their team, we redefined their messaging, established target audiences, created buying personas and delivered a brand and marketing strategy that would support an exciting growth plan in the short-, medium- and long-term. This phase of the process was critical. Only by establishing authoritative buyer personas at this point could we then devise the strategies that would target them most effectively.
Go beyond bordereaux
When we first met with Amarillo, we discovered that they were seeking a strategic partner that could build their marketing capability and, through a series of immersion calls, identified that their current brand didn’t wholly reflect the ambition and growth trajectory the company was experiencing.
A new brand suite built for future growth
The brand’s new visual heartbeat is a dynamic logo system that balances the parent brand with product marks. These designs are complemented by a bold colour palette which contrasts deep, dark colours with vibrant brightness. Whilst this branding exercise was focussed on the future, it felt important to acknowledge Amarillo’s past so the inclusion of yellow and stars, was a key consideration for the design.
The Amarillo logo, the Stello, was designed to be a strong, standalone symbol, instantly recognisable, even without the supporting strapline. It reflects Amarillo’s mission to go beyond bordereaux and drive a brighter, faster, and smarter future for Delegated Authority operations. The design nods to space – of going ‘beyond’ – but also lightness and brightness which ties in with the messaging of leading to a brighter future. It connotes confidence, innovation, forward-thinking and vision.
Insurance marketing assets, web and content
All of the new branding and messaging is supported by comprehensive brand guidelines to ensure that Amarillo’s bold, exciting message and customer offering are clearly and consistently communicated.
With the visual and verbal toolkit in place, our partnership with Amarillo continues to evolve. We reskinned their existing website, updating both the written and visual language to ensure the brand is positioned for rapid, sustained growth this year and for the future.
Beyond the brand, messaging and website, we remain a strategic partner to develop their online presence and market position, building sales enablement tools, creating social media assets, brand stationery, and supporting a growing pipeline of campaign materials, PR activity, and storytelling opportunities.
Immediate results
Following the launch of the new brand, Amarillo saw immediate results in its online marketing, including increased social reach, traffic, and interactions, alongside organic search traffic, as well as a rise in new and returning web sessions and session times, leading to a series of conversions and product demo requests from prospective new clients.
See other projects
- Brand Strategy, Content Creation, Graphic Design, Marketing Campaigns, Social Media, UX/UI & Web Design, Video
- Brand Guideline, Brand Strategy, Logo Design, Rebranding, UX/UI & Web Design, Web Development