2011 REBRAND 100 > merit |
Country Base: Germany
Industry/Sector: Financial Services, Insurance
Below: Before and After Images in Slide Show, Summary, Credits
ERGO is one of Europe’s largest insurance groups, taking in 19 billion euros in insurance premiums every year. ERGO is active in over 30 countries around the world, mostly in Europe and Asia. In Europe, ERGO is number one in health and legal insurance, and in Germany, its home market, it is a leader in every segment.
In 2009 the executive board of the ERGO insurance group decided to stop marketing Viktoria and Hamburg Mannheimer, two insurance companies with strong traditions, and to establish ERGO, which had been the holding brand for both, as a consumer brand. It was one of the most comprehensive positioning and branding processes in the German insurance sector. Shifting consumer behavior patterns triggered the change. Customers today are looking for fair, stable and customer-oriented service providers. Additional reasons were increasingly fierce competition in the insurance market and the insolvency of Karstadt-Quelle Insurance, making a renaming of the direct insurance provider unavoidable.
The core values of the new brand are trust, transparency and closeness – ERGO aims to be perceived as a trustworthy, reliable adviser that speaks to its clients at eye level and conveys competence and clarity. “Insuring means understanding.” is the slogan for the modern, customer-oriented service provider. ERGO is the first big insurance company to understand that offering an excellent insurance product includes taking its clients’ needs seriously and being easy to understand.
The new brand look is as unique as it is attention-grabbing. The main design element in all design and communication media is the “Flow”, which harmonizes with the imagery and also appears in a three-dimensional design. The diversity of design forms increases the range of flexible design options and reflects the reality of individuals as clients: ERGO adapts to fit its customers. The unmistakable design and strong advertising impact for the brand launch sparked a sudden rise in the recognition of the ERGO brand, both prompted and unprompted.
Client: ERGO - www.ergo.de
Brand Strategists/Designers: MetaDesign AG - www.metadesign.de
Managing Direction: Tobias E. Phleps
Executive Creative Direction: Uli Mayer-Johanssen
Creative Direction: Robert A. Schaefer
Design Direction: Anja Allen, Petra Vogt
Senior Design: Hildburg Rolfsen
Design: Sebastian Michailidis
Account Direction: Rico Zocher
Brand Consulting Direction: Julika Prenzel
Brand Consulting: Jennifer Nicholls