Corporate Identity for Travel Insurance Company by Branding Experts, Percept.
Discovery
Insure&Go partnered with branding experts, Percept, to undergo a comprehensive brand assessment and workshop, laying the foundations for redefining their brand positioning and corporate identity in a competitive market.
The brand assessment session focused on auditing the landscape of their sector, as well as uncovering any underlying issues with the perception of their current branding. By analysing competitor moves and identifying gaps in the brand experience, the goal was to develop a brand positioning for Insure&Go that would entrench them as the preferred choice for modern travellers.
Insure&Go has a customer base spanning seniors, Gen Z, families, and couples, so the brand assessment workshop emphasised the importance of staying inclusive and resonating authentically with each audience segment with the launch of a renewed corporate identity.
Strategy
The branding strategy was centred on a purpose-driven process that defined the core theme: simplicity, authenticity, and inclusivity. The objective was to position Insure&Go as the go-to provider for worry-free travel by shaping strategic design decisions that communicate clarity and care throughout their corporate identity and marketing communications.
This strategic branding approach focused on connecting with travellers through relatable and reassuring touch-points. This included the travel journey motif, a purposeful colour palette, and key elements like travel-inspired graphic devices and stencil typography that convey trust and simplicity.
The result of the new branding is a cohesive, mess-free, corporate identity ecosystem that supports Insure&Go’s mission to guide every traveller’s journey with empathy and expertise.
Positioning
Branding experts, Percept, developed the core brand house as part of this corporate identity design project;
Brand Purpose — To inspire people to explore the world without worry.
Brand Story — Insure&Go exists to inspire people to explore the world without worry. We know that travelling is an incredible experience, but also recognise that it comes with its own set of risks and uncertainties. With this in mind, we’ve worked tirelessly to create travel insurance policies that give you the confidence to embark on your adventure without fear, offering assistance every step of the way. We want Australians to explore the world
or simply take the time to relax and unwind, because we are driven by the same passion of travel. We know that every globetrotter has a story to tell, a unique experience, and we’re proud to just be a small part of the journey by offering protection and support when it’s needed most.
Brand Proposition — Inspiring travellers to explore with freedom, whatever your journey may be.
Brand Tagline — Go explore.
Percept designed the corporate identity to be one of a seamless experience, captured within the “G” brand mark that symbolises a continuous journey. The corporate identity has a meaningful colour palette, designed to resonate with various audience segments while ensuring consistency throughout all branding assets.
Ticket-inspired graphic devices evoke the nostalgia of travel stamps, blending tradition with a modern touch. The corporate identity features stencil typography, highlighting key information with a clean, contemporary edge, reinforcing clarity and trust.
Photography focuses on capturing aspirational travel moments, whether exploring a vibrant city or relaxing by the beach.
The overall corporate identity design system is mess-free and cohesive, reflecting Insure&Go’s dedication to ensuring worry-free travel for all. Each element of the corporate identity works together to inspire confidence, making every traveller feel protected and ready for their next adventure.
