William Russell

Specialist expatriate insurance provider, William Russell, has engaged Chaos to undertake a brand refresh from their existing globe-mark.

Branding

Brand refresh, creative strategy and implementation

The results of this rebrand have been highly positive for William Russell, who have a striking brand with cohesive messaging and aligned collateral across all international offices.

Facing increased competition in their specialist market, expat insurance specialist William Russell appointed Chaos to re-energise their brand identity, values and messaging.

Chaos created a fresh, contemporary new brand based on a global brand proposition of a greater degree of protection. This helped re-establish William Russell as niche market leaders against increased competition from new expat divisions of more generalist insurance providers.

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Brand Strategy

Developing a new brand DNA for insurance specialist

Chaos was appointed by expat insurance providers, William Russell, for a complete overhaul of their brand identity, values and messaging. 

The project included a brand workshop with key stakeholders, copywriting of collateral and website in addition to the full web design and development.

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Marketing Communications

Communications hierarchy and brochure collateral implementation

William Russell required a clearer hierarchy and structure to their communications with clients following the branding work Chaos carried out. Chaos restructured the information into a suite of four brochures including a corporate brochure and break-down by product. 

Custom imagery and an image bank were also developed as part of this project, meaning a consistent photograhic style with degree applied are maintained.

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Digital

Responsive website design and digital branding integration

The new website fully integrated with third party software and following launch maintained Google SERP rankings.

Having delivered a successful rebrand and brand guidelines, Chaos was asked to apply the “degree” identity to all on and offline communications including a full responsive website and a suite of engaging brochures.

The digital strategy also included a suite of email templates and the reskining of third party booking software to ensure consistent transitions from website to web application.

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