Brand creation for the largest Nigerian insurance company, and the second largest in Africa. Wapic set out to regain consumers’ trust and change the way people think about insurance.
The leading insight was that the Nigerian market fundamentally mistrusted the insurance sector and therefore insurance had only 2% penetration among the population. In a market with an ever-more affluent and growing middle-class, this represented a huge opportunity for an insurance provider to earn new trust among consumers, change the industry for the better and lead the market to a brighter future.
Summarising this new leadership approach and underpinning the brand strategy was the idea ‘High Vantage Point’.
A symbol based on an equilateral triangle was developed, in which a ’High Vantage point’ was inherent in the shape. The refracting light further lends the symbol to creating a proprietary graphic language to be used throughout the visual identity. The use of purple gave the brand a strong consumer brand edge, was own-able and enabled ‘cut-through’ in the marketplace, further differentiating Wapic from the rest of their market competitors.
Designed at MerchantCantos
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