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Attention to Details
A 35-year-old IT company gets a brand identity update to reflect its unique market positioning.
Client
msg life
Branch
Finance, Innovation and Tech
What
Brand Development
Summary
After 35 years in the insurance IT business, msg life needed a new brand identity to reflect their unique strengths in today’s market. Using our Creation Machine methodology, eobiont was able to get all of the company stakeholders on board for what would become a very bold change to their communication strategy.
The IT company msg life has been helping to futurize the life insurance industry for 35 years. In that time they had developed singular expertise that fuelled their market leadership. They needed a new brand image that embodies these special qualities and their industry position as thought leaders.
It was essential that the C-Suite executives and board of directors be part of the change process.
msg life has a long history that is both tumultuous and evolutionary. Our Creation Machine workshops were crucial in developing a deep sense of its company culture, its clientele and the market it swims in. We ended up having several workshop iterations over some months as top management staff became more interested in the magnitude of the process taking place and as goalposts were consequently moved. It was essential that the C-Suite executives and board of directors be part of the change process and identify with the new frameworks being developed.
The workshops laid bare the key attributes of the company that create the foundation of its unique brand proposition. Its staff balances an extraordinary mathematical expertise with a deep understanding of the industry and a standout IT team. This combination is the essence of their visionary spirit.
The visual language becomes an unabashed reminder that the company is a visionary leader with deep roots in math and science.
While the msg life logo itself was not to be changed, we built on the circle component of it to create a totally new visual language. Circular geometric constructions are combined with images of nature and science. The mathematical elements suggest deconstruction, attention to details and analytical thinking. The visual language becomes an unabashed reminder that the company is a visionary leader with deep roots in math and science. Emotionally compelling headlines complete the bold statement.
The combined use of photography and graphics also allows for great flexibility in creating new visuals without losing the distinct and intellectually provocative msg life brand identity. With their almost 30 products, this becomes essential.
