Branding package of logo design, company stationery and website, by Percept in Sydney.
My Family Matters were a new company requiring a branding package, so they approached Sydney based Percept for their expertise in the areas of brand, print and web.
We made a conscious choice to avoid a cold, corporate image which is most common in the financial and insurance industries.
My Family Matters focuses on life insurance for families. So Percept felt that the best strategy was to create an image across their branding package that was emotionally engaging to their audience.
We designed this branding package beginning with the logo design and then applied that theme to the company stationery package and website design. Percept also developed the website in-house.
My Family Matters have a target audience of working families at the younger end of the spectrum. So Percept felt that a more emotive design would help position them appropriately.
We believed that a bird would be a great brand representative, playing to the target’s nesting mentality.
A contemporary colour combination and the way the bird interacts with the type speaks with the brand savvy target audience. It also indicates that My Family Matters is a forward thinking company with their client’s best interests at heart.
The modern design of the company stationery package also reinforces the same messages.
The website design was intended to be not too corporate at all.
Whilst Percept made sure My Family Matters are seen as a very professional company, care was taken to soften the design of this website. This was done with use of aspirational and emotional imagery, quirky design details and interactive animation.
Considering the sensitivity that comes with the business of selling life insurance to young families. All these design elements go together to make sure this Sydney company feels like an approachable one.