| RGA - Reinsurance Group of America Incorporated
2009 REBRAND 100 Winners > notable
Industry/Sector: Financial Services/Insurance
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - RGA is the world’s leading life reinsurer, with AUM of $21 billion, 1,500 employees, 24 offices in 21 countries worldwide, and operate in a very competitive marketplace.
Challenge - RGA rebrand was necessary given that they had not significantly changed their brand identity since the early 1990s. There was a lack of differentiation strategy against the competition in the world of reinsurance B2B communications. The use of brand identity was inconsistent and varied in all areas of external and internal communications.
Strategy - Hahn Smith designed a new visual identity and graphic standards system that would help build business by brand recognition. The visual identity was created to be bold, simple, and confident. It incorporates the powerful use of fire engine red. A “people first” strategy was created as part of the image attributes. In the communications vehicles, the use of pull quotes, sidebars, and layers of reading help to make the text accessible and legible. The RGA red stands out in a sea of blue reinsurance companies.
Result - RGA rolled out its rebranded identity in 2008 across all consumer and B2B touchpoints. The rebranding received positive feedback and enormous support with both employees and clients. Mitigating a host of new risks requires Reinsurance companies to be increasingly innovative. RGA has staked out strategically a bold differentiation strategy articulated in a new red visual identity.
Credits:
Client: RGA - Reinsurance Group of America - www.rgare.com
Brand Strategists/Designers: Hahn Smith Design - www.hahnsmithdesign.com
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