When does simple mean smart?

A UK leader in personal protection insurance, Bright Grey offered products in three different areas to two distinct audiences – consumers and financial advisers.


The business wanted to take a fresh approach to its brand and marketing materials.

Essentially, it needed to communicate distinct messages to both groups, while creating and maintaining a unified appearance.

How do reach two different audiences while maintaining the integrity of your brand?


Simplification, structure and clarity were the order of the day. For the consumer market, we used an individual photographic style to distinguish each product area.

For adviser materials, we employed simple, characterful illustrations, to be used both within a suite of communications and across the marketplace as a whole.

To ensure brand unity, we applied the same crisp typography and clear page layouts across the full suite of communication materials. This approach was set out in extensive brand guidelines.

These included a set of key assets to apply to a range of online and offline communications. We also created a variety of printed and digital promotional material for seasonal campaigns which promoted specific products.


Everyone should have an Emperor in their lives. They gave us excellent concepts, well thought through, showing a depth of understanding of both our products and our requirements that some people in our own team don't possess! They also then proceeded to meet our (yet again) ridiculous timelines with good grace, good humour and above all an excellent level of account management.

- SARAH MOORE / Marketing Development Manager, Bright Grey

We achieved our goals by keeping the essence of the existing brand, emphasising what was distinctive about Bright Grey, and introducing stronger consistency between materials. In addition to a happy client, we were recognised at the 2013 Lifesearch Protection Awards, where we won the award for Best Sales Material.


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