Start Design and Simply Business collaborate to deliver a new brand identity

Having helped over 425,000 unique small businesses find the right insurance in the UK, Simply Business is planning to launch in the US. After extensive research and exploration with customers, employees and potential customers, the company has totally refreshed its brand identity. A more defined positioning, delivered via a vibrant new identity, colour palette and messaging are all part of the revamp.

Start Design developed the new identity and positioning in partnership with the business. Re-designed around the ‘SB’ monolith, the new mark puts more emphasis on the small business customer and works in a glowing range of colours – reflective of Simply Business’s energy and the diversity of unique small businesses and self-employed people the company covers.

The new line, ‘Business insurance made for you,’ defines a more relevant positioning for their proposition – making it simple for small businesses to get tailor-made insurance policies.

Fiona McSwein, CMO of Simply Business, said: “This new brand identity signifies a bright, exciting new phase for Simply Business. Our brand celebrates individuality – that of our 425,000 customers and 500 employees – so we felt duty bound to create a simpler, better identity to embody this. The task now is to activate the brand across multiple touchpoints as we look to continue our UK growth and establish ourselves in the US. We’re committed to making it easier for small businesses get the insurance they need and this new identity will help us deliver on our promise.”

Start Design’s co-founder and CCO, Darren Whittingham, said: “There was an opportunity to make the Simply Business brand more relevant and targeted to its customers. Its unique digital platform makes insurance instantly accessible to all types of small businesses. Our idea was to emphasise just that. Putting the B for business back into the mark strengthens its meaning – and references their diverse customer base. Adding ‘made for you’ in the strap line makes it as personal as the service experience Simply Business delivers.”

Source: Start Design 

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