One strong brand for a world full of opportunities

 

The Baloise Group is a leading provider of insurance and financial services in four European countries. To further strengthen its market position and facilitate its international growth, Baloise decided to optimise its brand strategy and design.

 

Baloise is a success story: Innovative services and products, future focused employees and happy clients. But except for the people already involved with Baloise nobody knew about it because it didn't show. So we reduced the complexity to give Baloise one distinctive voice. For the first time in the history, all companies (e.g. Basler Versicherung, Baloise Asset Management, Baloise Bank SoBa, Baloise Life, Baloise Versicherungen, etc.) have a common name and brand identity. To show Baloise in all its inspiring facets. The new brand strategy brings employees closer together, creates synergies between business units and markets, and reduces complexity for customers.

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We are repositioning Baloise in the highly competitive financial market with a clear stance: Believing in a world as a place full of possibilities. Defining its role as an inspiring partner for its customers' tomorrow. Tomorrow is shaped by the ideas of today. It's the inspiration that leads us to unexpected possibilities. So the real benefit of Baloise is not damage coverage or protection. Baloise enables us to follow our inspiration and pursue our ideas. Thereby reframing our reason for security and protection. This is expressed by the strong, big idea of 'insuring/financing what inspires you'.

 

The visual appearance brings this to life. The symbol of origin (basilisc) becomes a dynamic symbol for the future. The design principle is strong in form and colour. It opens doors to new worlds and enables creativity. The warm, approachable images and illustrations, as well as a custom-made typeface, give the brand its unique character. Defined brand topics and messages, combined with the appropriate style of language, round off the brand experience.

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The new brand identity served as a springboard for new markets and target groups. Within Switzerland not least thanks to bold collaborations with the Videogame GTA (Swiss Insurance Innovation Award 2023) and Tschugger (Edi.25). Both implemented by our creative sister agency within the Publicis Group Switzerland.