Book a call Specialist insurance
Developing a suite of sector-specific brands and websites to simplify a complex insurance offer.
Project summary
Insurance For Group needed to rationalise a growing set of specialist insurance brands without losing the focus that made each one valuable.
RYCM reviewed the services, audiences and customer journeys, then created a clearer structure for the group brand and satellite websites. The work combined positioning, copy, visual direction and website delivery across a complex set of products.
The result was a web presence that made the offer easier to understand from a client point of view, while giving the business room to add and expand services without overcomplicating the journey.
Project detail 01
Insurance For Group had grown into a portfolio of specialist brands, each serving a distinct audience - media professionals, NGO workers, high-risk travellers. The challenge was not to merge them, but to give the group a cleaner structure while keeping each brand focused and easy to find.
Project detail 02
Each brand needed its own voice and customer journey. RYCM reviewed the audiences, mapped the key decision points and rewrote the copy and structure to match the way each customer thinks. The result was sector-specific messaging that felt direct and relevant rather than generic insurance language.
Project detail 03
Across the portfolio, the visual direction was made consistent enough to signal quality without homogenising the offer. The hub-and-spoke structure gives the group room to expand, add services and reach new sectors without starting from scratch each time.
Next step
Book a call and we will look at where your message, website or campaigns could be made easier to understand.