Holloway Friendly are the original creators of income protection – a form of insurance that pays an income if you are unable to work due to illness and injury. The brand had fallen behind the competition and needed to reposition itself to grow market share. A strategic brand refresh was needed.
Working with a longstanding financial marketing partner, we hosted workshops with stakeholders from the organisation to explore what made Holloway Friendly unique in its market.
The workshops set a clear direction for the brand and creative approach – to play on Holloway’s role as a pioneer, and how its products help clients get on with their lives, even when the unexpected happens.
The overarching brand proposition of ‘keeping life colourful’ delivers on the fact that through its products and services, Holloway keeps life on track. This inspired an eye-catching multi-coloured brand identity and logo with a fresh, bright website redesign.
The new branding was then applied to a wide range of internal and external collateral for total consistency.
Following the rebrand, Holloway Friendly rose two places to become the UK’s sixth biggest income protection provider. Its new business increased by 82% and there was a 40% growth in net membership.