Insular
Finance & Professional Services Branding: Philippines first, largest and only mutual life insurance company
Insular Life, a mutual life insurance company based in the Philippines, decided to review their brand as part of their centennial celebration in 2010. With a 100 year history, Insular Life had started to see their heritage as problem when competing with newer entrants in the market. Tangible helped leverage their heritage as an asset, as Insular Life has been honouring its commitments fo over 100 years and this was an opportunity to apply their experience to help Filipinos plan ahead at every stage in life
Marketing & Communications
The Insular brand name was used to position the company as a financial services group & link up subsidiary businesses that complement its Life Insurance core offering. The ‘Guardian Eagle’ logo expresses the Purpose Statement of being a ‘Far Sighted Guardian’. This is even more relevant, as the national bird of the Philippines (The Haribon or Monkey Eating Eagle) took over from the Maya bird, as legend has it that the Philippine Eagle was more ‘Far Sighted’. The new symbol also took reference from the original 1910 logo. The new Insular Life website was designed to provide a clearer product offer and more effective ways to engage customers.
People & Culture
Delivering the brand required agents & full-time staff to work together & serve a common customer. To align them with the brand, an internal launch event concept, key messages & a brand book were developed for Insular’s anniversary day.
Products & Services
Workshops with the Insular team refined the yearly planning cycle initiatives & identified new ones. The key output was a new approach to selling based on life-stage. This involved identifying gaps in the current product portfolio & training agents to sell by life stage needs.
Spaces & Places
Tangible developed a regional office interior design scheme to maximize operational space & provide a consistent experience for stakeholders.
