FISH CHILDCARE INSURANCE
USING INSIGHTS FROM CHILDCARE PROFESSIONALS TO HELP DEVELOP AN INSURANCE BRAND TAILORED TO THEIR NEEDS.
Fish Insurance is the UK's largest disability and independent living insurance provider. They approached us to help expand their offering and create a specialist childcare insurance brand.
Art Direction, Branding, CMS Development, Illustration, Photography, User Experience, Website Design & Building.
The childcare insurance market has established key players with a history and pedigree of their own, our job was to give consumers the same reassurances by integrating the pedigree and credibility of the Fish Insurance brand. A focus group of childcare professionals produced valuable insight to their businesses, the issues they face and what influences their buying choices. From this we were able to develop a name, proposition, key benefits, USP's and the tone of voice. The focus groups also highlighted the great sense of community among childcare professionals, a fact that would directly influence the social media and marketing strategies developed by Fish Childcare.
We created visual branding for Fish Childcare Insurance that has synergy with the parent brand yet expresses it’s own personality. Using the Fish Insurance brand components as our starting point we added a playful element to the typography, giving the appearance of the logo having been copied by a child. The new logo evokes a sense play, learning, expression and development - all parts of their time in childcare. Together the elements create a brand identity connoting both the playful freedom of childhood and a professional, safe and trustworthy adult.
A mixture of studio photography and illustration was used to bring the brand to life. A studio shoot was undertaken to produce a set of unique images that the brand could own. Then simple, childlike illustrative overlays are our peek behind the curtain into the imaginative world of children at play and how the children see their carer and themselves. These overlays can be changed in order to create an infinite number of characters and scenarios to support a variety of promotional requirements. At the heart of the brand is 'Jen' - someone that customers can relate to and trust, establishing a connection through her to the Fish Childcare Insurance brand.
To enable Fish Childcare to be a predominately online brand we developed a fully transactional responsive website that created a seamless customer journey across all devices, enabling users to quickly and simply buy a policy or get access to support. The playful aspects of the branding worked with a market-leading product and support offering, to create an engaging yet powerful resource for customers.
Bringing the brand to life
Responsive CMS-Driven Website
Imagery used across banners and within page content