Chubb LifeBalance helps customers embrace their quirks, and manage their physical, emotional, and environmental well-being.
Chubb engaged us to create a refreshing brand aesthetic for their new health-focused sub-brand, Chubb LifeBalance. Chubb is the world’s largest publicly traded P&C insurance company. With operations in 54 countries and territories, Chubb provides insurance to a diverse group of clients.
The challenge was to help give Chubb LifeBalance a refreshed and engaging brand presence that could appeal to a global market while still paying homage to the robust guidelines of Chubb. Our goal was to design a new identity system for Chubb LifeBalance that brought personalization, sophistication and fun into managing your health and well-being. Working directly with the head of digital and brand communication managers, we achieved this through a three-phased approach: strategy, design and roll-out. The strategy phase involved deepening our understanding of the global insurance market with a focus on South-East Asia.
We used the Myers-Briggs framework to target specific personality types to appeal to the audiences goals, aspirations and motivational drivers. The six key personalities were then used as the foundation for the messaging, tone-of-voice, illustrations, brand design and asset library.
This phase included refreshing the entire brand from the foundations including colour, typography, iconography, art direction, illustrations, messaging, tone, and brand guidelines that allowed the global team to utilize the updated creative with confidence.
Using colours from the Chubb brand guidelines, we explored a simplified yet friendly way of applying this to the bespoke brand illustration suite. The illustrations were then used to launch Chubb LifeBalance across Asia. The illustrations and colour choices were designed to emphasize togetherness, inclusivity and trust to appeal to the Southeast Asian consumer.
Each country operated under their own jurisdiction, so the asset library needed to be flexible to work with the cultural and individual needs of country teams. The roll-out included brochures, digital advertising, iconography, email banners, social advertising, splash pages, website banners, app icon, screensavers, brand stationery.
Jacki Reid
Sparkways Manager
Marketing, Communications & Fundraising
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