branding case study for nagico insurances · 2020-01-14 · branding case study nagico...

Branding Case Study for NAGICO Insurances

1Branding Case Study | NAGICO Insurances | Overview

NAGICO Insurances is the premier insurance provider in the Caribbean. Their headquarters are

located in Dutch St. Maarten with offices in more than 21 Caribbean Territories.

In 2009, we were asked by NAGICO to help launch their new, free roadside assistance program. After

the successful launch, we were contracted to enhance their existing brand with modifications to their

logo and graphic standards. The assignment culminated in the creation of their first brand style guide.

Avia invited Great Destination Strategies to take a look at the NAGICO brand and help redefine their

Brand Promise to facilitate their growth within current and emerging markets.

For 10 years Avia served as the exclusive creative agency of record for NAGICO. Up until 2019, we

provided the majority of their print media, campaign strategies, office signage, web media and point-

of-sale graphics. In early 2020, we updated their brand manual to be handed off to their Hong Kong

partner who is in the process of acquiring full ownership of the organization.

Overview

2Branding Case Study | NAGICO Insurances | The Logo

NATIONAL GENERAL INSURANCE CORPORATION N.V.

Enhancing the Existing Logo

Before NAGICO engaged Avia, they used the above two logos independently. The

company maintained a three color palette in their printed collateral with an emphasis on

green. Although the company had strong brand recognition in St. Maarten, they required

an elevated image to help establish a more substantial identity in neighboring territories and

future markets.

We simplified and united the two logos into a single mark. A warmer version of the primary

green was introduced. The gold was updated to a brighter yellow. A light, vivid apple green

was added to freshen up the palette and to appeal to a younger market. A dark green was

added as a contrasting accent. Black was restricted to headlines and body text. Turquoise

was introduced to add visual depth to the palette but only minimally.

3Branding Case Study | NAGICO Insurances | Style Guide

Style Guide

A 64 page Style Guide was produced to

control brand interpretation by staff, agents,

media houses and third party vendors. 6.10

Corporate Brochures

The corporate brochure is intended for

business to business communications. It

should be clean, to-the-point and highly

professional. The reader should be able to

grasp who NAGICO is, where they came

from and where they are going.

Just as importantly, the brand must be

promoted.Since a corporate brochure will be

deliberately presented to a recipient and

not necessarily displayed in an open

environment, it is not important for the

full NAGICO Brandmark to be shown on

the front cover. At minimum, the isolated

umbrella should be visible though.

The full NAGICO Brandmark must be

included on the fi rst inside page, the back

panel and at least once again on one of

the inside pages.The fi nished size may vary depending on

how it will be used or packaged.

The paper stock should be at least a white

100 lb. gloss cover stock.

PRIVATE AUTOVivamus auctor leo vel dui. Aliquam erat

volutpat. Phasellus nibh. Vestibulum

ante ipsum primis in faucibus orci luctus

et ultrices posuere cubilia Curae; Cras

tempor. Morbi egestas, urna non

consequat tempus, nunc arcu mollis

enim, eu aliquam erat nulla non nibh.

Duis consectetuer malesuada velit. Nam

ante nulla, interdum vel, tristique ac,

condimentum non, tellus. Proin ornare

feugiat nisl. Suspendisse dolor nisl,

ultrices at, eleifend vel, consequat at,

dolor. Vivamus auctor leo vel dui.

Aliquam erat volutpat. Phasellus nibh.

Vestibulum ante ipsum primis in

faucibus orci luctus et ultrices posuere

cubilia Curae; Cras tempor. Morbi

FREE ROADSDE ASSISTENCE

Vivamus auctor leo vel dui. Aliquam erat







PRIVATE YACHTVivamus auctor leo vel dui. Aliquam erat












dolor.

Vivamus auctor leo vel dui. Aliquam erat












dolor. Vivamus auctor leo vel dui.

Aliquam erat volutpat. Phasellus nibh.

Vestibulum ante ipsum primis in

faucibus orci luctus et ultrices posuere

cubilia Curae; Cras tempor. Morbi

Tegestas, urna non consequat tempus,

nunc arcu mollis enim, eu aliquam erat

nulla non nibh. Duis consectetuer

malesuada velit. Nam ante nulla,

interdum vel, tristique ac, condimentum

non, tellus. Proin ornare feugiat nisl.

Suspendisse dolor nisl, ultrices at,

eleifend vel, consequat at, dolor.

VISION

CE

uam erat ulumrci luctuse; Cras

n mollis nibh.

A New Perspective On Insurance

6.20

Caps

NAGICO Caps may be green or white. The

NAGICO logo must be prominently displayed

on the front panel as either an embroidered

(white) or screen-printed graphic.

2011 Brand Style Guide

4Branding Case Study | NAGICO Insurances |

30YEARS

A LOOK AT OUR PAST The history of NAGICO is an amazing story of vision and perseverance. Founded in St. Maarten on February 1, 1982 by a small group of local businessmen and guided by the philosophy that impeccable customer service, careful selection of risk, strategic use of reinsurance and fast and fair claims settlement, NAGICO has been catapulted from a start-up into the mainstream.

By the time Hurricane Luis landed thirteen years later, NAGICO had already expanded into Anguilla, Antigua, the British Virgin Islands, Dominica and Montserrat. Five other storms would hit St. Maarten and the surrounding islands in the 1990s, wreaking unimaginable destruction. Combined, our claim payouts surpassed USD200,000,000.

OUR PRESENT OUTLOOKBolstered by our experiences and successes, NAGICO launched into a program of strategic expansion throughout the region, a well-thought-out plan to ‘spread the risk’. We now operate in 14 islands and have premium income of over USD85,000,000 and the best catastrophe reinsurance protection plan in the region.

Highly rated by international rating agency – AM Best, NAGICO continues to invest heavily in our people and we boast an exceptional Team of highly-qualified, knowledgeable Executives, Management and Staff.

A huge part of our success is based on our proactive, innovative corporate culture. NAGICO’s custom-built insurance management software (IMS), Insurance Pro 2.0, is a prime example. Developed with latest in cutting-edge Microsoft

technology, Insurance Pro allows us to deliver the fastest turn-around time to our customers and manage and monitor the many moving parts of our operation while seamlessly extending the same support and capabilities to our many agents and brokers.

This year, in an effort to guarantee better service and efficiency, we’ve created ‘Centers of Excellence’ – strategic groupings of NAGICO islands based on geographical proximity. We’ve assigned direct responsibility for these six COEs to various Executives tasking them to guarantee all-round ‘Excellence’.

A LOOK TO OUR FUTURE2012 marks NAGICO’s 30th year in business. We’re proud that NAGICO has, in such a relatively short space of time, become a leader in Caribbean insurance. The expansion continues. In keeping

with our driving focus to become the leading general insurance company in the Caribbean, NAGICO is seeking to expand into the southern and western Caribbean in the short- to medium-term through a combination of strategic acquisitions and organic growth.

Another growth area for NAGICO is the Group Life and Health business. We’re steadily expanding this line, offering our outstanding NAGICARE policy to more and more markets.

At NAGICO, we believe that our future is bright.

ST. LUCIA

Six years ago, a team from NAGICO’s headquarters came to St. Lucia. The task: to establish NAGICO on the island.

Two-and-a-half years ago, we began the licensing process and in February 2011 we were registered as an Insurer. NAGICO’s fixation on St. Lucia is strategic.

The largest, most populous island in the OECS subgroup, St. Lucia’s sizeable, insurance-savvy market and its pivotal position in the region make it very attractive to us. Apart from that, St. Lucia can and will serve as a crucial base of operations for expansion into the other neighboring island-territories.

Corporate Brochures

Corporate Brochures

Corporate brochures were created for new

territories between 2011 and 2014.

A New PerspectiveOn Insurance

5Branding Case Study | NAGICO Insurances | Corporate Brochures

Annual Reports

Starting in 2010 Avia has designed NAGICO’s

annual reports through 2018.

A New PerspectiveOn Insurance

6Advertising Case Study | NAGICO Insurances | “My NAGICO Can” Campaign

“My NAGICO Can” Ad Campaign

In 2011, we launched the “My NAGICO Can” campaign as a comprehensive strategy to consolidate NAGICO’s multiple territory

marketing efforts under the centralized management of the St. Maarten office. Sub campaigns continue to be developed which

address specific market niches. The “My NAGICO Can” campaign permeates all visual communications including printed collateral,

online media, broadcast media, signage and fleet graphics.

Can your insurance provider bundle yourcar and homeowner’s

insurance for less?

We’ve Got You Covered ! • nagico.com

To learn more about NAGICO’s great discounts, call:

XXX-XXXXor visit an agent near you

Now Serving: Anguilla • Antigua • Aruba • The Bahamas • Bonaire • B.V. I. • Curaçao • Dominica • French Antilles Grenada • Montserrat • Saba • St. Eus tatius • St. Kitts & Nevis • St. Lucia • St. Maarten • St. Martin • Trinidad & Tobago

We’ve Got You Covered ! • nagico.com

To learn more about NAGICO’s business policies, call:

XXX-XXXXor visit an agent near you


Can your insurance provider help you growyour business with over

17 business policies?

To learn more aboutNAGICO’s Business Policies

Call us at 721-542-2739or visit an Agent near you







7Branding Case Study | NAGICO Insurances | “We Insure Almost Everything” Campaign

“We Insure Almost Everything” Ad Campaign

NAGICO acquired GTM Insurances, a dominant insurer in the Trinidad & Tobago

region for over 100 years. For NAGICO’s introduction into the Trinidad & Tobago

markets, we developed a sub campaign to run as a separate series in Liat

Airline’s in-flight Zing Magazine. Concurrently, teaser banner ads were run on

Zing’s website. When a teaser ad was clicked, a digital version of the full page

magazine ad would launch in a separate window. When the full ad was clicked,

the NAGICO website would launch.

We Insure Everythingalmost

It’s amazing just how many things NAGICO does cover. From small precious things to big catastrophic events, our comprehensive suite of private and business insurance policies will give you true peace of mind. Visit us online or call an agent near you.

We’ve Got You Covered! • nagico.com


NA1065.2 We Insure Ad-FINAL 2.indd 1 2/10/12 3:31 PM

We Insure Everything



almost


NA1065.1 We Insure Ad-FINAL2.indd 1 2/10/12 3:31 PM








Now Serving: Anguilla • Antigua • Aruba • The Bahamas • Bonaire • B.V. I. • Curaçao • Dominica • French Antilles • Grenada Montserrat • Saba • St. Eus tatius • St. Kitts & Nevis • St. Lucia • St. Maarten • St. Martin • St. Vincent • Trinidad & Tobago



We’ve Got You Covered! nagico.com

NA1065.2 We Insure Ad-FINAL.indd 1 5/15/12 11:15 AM




almost

MAN-EATINGGIANT T O A D

GO

BEWA RE OFGIANT LIZARD

GO

M A N SWALLOWSHAMMER

GO














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8Branding Case Study | NAGICO Insurances | Bahama Ad Campaign

Bahama Ad Campaign

Ad campaigns are targeted to appeal to specific island markets.

The Bahamas ad campaign was less whimsical and took on a more

conservative tone using well shot photography and creative copy.

B U S I N E S SH O M E M A R I N E

Tavares & Higgs Insurance Brokers • Cole Insurance Brokers • AFS Insurance Brokers • Bahamas Insurance Brokers & Agents • Star General (Grand Bahama) • Dean & Associates Insurance Brokers • LIV Insurance Brokers

C O N T R A C T O R SA L L R I S K

L I A B I L I T Y

When you insure with us,you have the best hand

Since beginning operations in St. Maarten, 31 years ago, NAGICO Insurances now serves tens of thousands

of Clients in 19 Caribbean Territories.

Financially strong with excellent reinsurance and flexible products, NAGICO Insurances is now serving The Bahamas.

To experience The NAGICO Way, call our office or visit a NAGICO Agent near you.

242 325 8282 | nagico.com

NA1240.2 BAH-Full-Tribute-Revised.indd 1 6/27/13 2:36 PM


T a v a r e s & H i g g s I n s u r a n c e B r o k e r s • C o l e I n s u r a n c e B r o k e r s • B a h a m a s I n s u r a n c e B r o k e r s & A g e n t s • A F S I n s u r a n c e B r o k e r s W o r l d w i d e I n s u r a n c e B r o k e r • S t a r G e n e r a l ( G r a n d B a h a m a ) • D e a n & A s s o c i a t e s I n s u r a n c e B r o k e r s • L I V I n s u r a n c e B r o k e r s


L I A B I L I T Y

B U S I N E S SH O M E M A R I N E C O N T R A C T O R SA L L R I S K

L I A B I L I T Y

242 325 8282 | nagico.com

Your home is a place where you and your family feel safe from the outside world. Protect your sanctuary and the

things in it with a NAGICO Homeowners SuperPlus policy.

Call or visit us online to find an agent near you.

Your home is where our

heart is

• Free Travel Insurance• Free Disability coverage


T a v a r e s & H i g g s I n s u r a n c e B r o k e r s • C o l e I n s u r a n c e B r o k e r s • B a h a m a s I n s u r a n c e B r o k e r s & A g e n t s • A F S I n s u r a n c e B r o k e r s W o r l d w i d e I n s u r a n c e B r o k e r • S t a r G e n e r a l ( G r a n d B a h a m a ) • D e a n & A s s o c i a t e s I n s u r a n c e B r o k e r s • L I V I n s u r a n c e B r o k e r s


L I A B I L I T Y

B U S I N E S SH O M E M A R I N E C O N T R A C T O R SA L L R I S K

L I A B I L I T Y

Protect your business against costly mistakes

As a professional, you take care in providing the best services for your customers. But mistakes do happen and

your business could be devastated by a resulting legal action. Protect yourself with NAGICO’s Professional Indemnity

Insurance. We’re in business to keep you in business.

Call or visit us online to find an agent near you.

242-325-8282 | nagico.com


Policy Manuals

Policy Manuals

Manuals for key insurance policies were designed as printed booklets for

NAGICO’s mature customers and in digital formats for younger customers

or those who prefer contemporary access.


Event Branding

Each year NAGICO hosts or sponsors several events from Agents

conferences to sporting events. Avia designed the brands and related

promotional communications to capture the character of the occasion

while supporting the NAGICO brand .

5th Annual Cycling Race

Event Branding

11Advertising Case Study | NAGICO Insurances | Corporate Website

Corporate Website

NAGICO’s 19 territories are made up of several unique cultures and

demographics. We developed a large website that amounted to several

mirror sites. It included a landing page where a visitor could select their

respective territory to launch one of 19 websites, each tailored to a

respective market.

Copyright © 2011 NAGICO (National General Insurance Corporation N.V.) All Rights Reserved

Welcome!

Bien Venue!

Bon Bini!

Select your territory:

BVIAnguillaSt. MaartenSt. Martin (English)St. Martin (French)SabaSt. EustatiusSt. KittsNevisAntigua

MontserratDominicaSt. LuciaAruba (EnglishAruba (Papiamento)Bonaire (EnglishBonaire (Papiamento)Curaçao (EnglishCuraçao (Papiamento)Trinidad & Tobago


nagico.com Vehicle • Medical

Property • Business Pantone 356 C

Pantone 143 C

Pantone 361 C

NAGICOGreen

Gold AppleGreen

Fleet Graphics

Fleet Graphics

NAGICO uses it’s fleet of company cars to

reinforce the brand. Vehicles in each territory

are wrapped with digital vinyl, portraying the

company-wide campaign with specific regional

contact information.

13Branding Case Study | NAGICO Insurances | Calendar

Calendar

Every year NAGICO prints wall and desk

calendars that are issued to agents and branch

offices throughout the region for their internal use

and as gifts to customers.

Sunday

ZondagDomingoDimanche

Monday

MaandagLunesLundi

Tuesday

DinsdagMartesMardi

Wednesday

WoensdagMiércolesMercredi

Thursday

DonderdagJuevesJeudi

Friday

VrijdagViernes

Vendredi

Saturday

ZaterdagSábadoSamedi

Serving 15 Caribbean Territories... and Growing! NAGICO Head Offi ce • NAGICO Building • C.A. Cannegieter St. • Philipsburg • St. Maarten • T: (721) 542-2739 • F: (721) 542-4309 • [email protected] • nagico.com

D E C E M B E RDecember Diciembre Décembre

1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

Aruba’s dry climate has attracted visitors who seek warm, sunny weather. The island is home to the famous Divi Divi- or watapana-tree, with its windswept branches always pointing Southwest. It was originally imported from Africa, but has since become the National symbol in Aruba. NAGICO entered the Aruba market in 2003.

30 31

23 24 25 26 27 28 29

25 26 3027 28 29

S SM FT W T 3 2 14 105 96 7 8

11 1712 1613 14 1518 2419 2320 21 22

November 2012

27 28 29 30

S SM FT W T 5 4 1 2 36 127 118 9 10

13 1914 1815 16 1720 2621 2522 23 24

January 2013

Office • NAGICO Building • C A Cannegieter St • Philipsbu

th

1 9 8 2 - 2 0 1 2

A N N I V E R S A R Y

Saba Day (Saba)

Christmas Day Boxing Day

Aruba

1 9 8 2 - 2 0 1 2

A N N I V E R S A R Y

St. LuciaThe Pitons, St. Lucia’s iconic twin peaks, dramatically rise from the Caribbean Sea to greet visitors and residents alike. This lush, tropical island has been the home to two Nobel Laureates: Sir William Arthur Lewis – Economics – 1979, and Hon. Derek Alton Walcott – Literature – 1992. NAGICO opened its fi rst St. Lucia offi ce in September 2011.

2012 Calendar

14Advertising Case Study | NAGICO Insurances | Billboards

Billboards

Billboards are designed

with short, simple

messages promoting

specific insurance

products. NAGICO uses

billboard advertising

primarily to build brand

awareness throughout

their territorial markets in

multiple languages.

Avia is an award-winning visual communications company

specializing in Branding, Advertising and Wayfinding for City,

Corporate and Retail markets.

Avia empowers businesses and institutions with strong brands

that get noticed. We amplify marketing with compelling

messages that get heard. We plan, design and implement

wayfinding programs to help people find their way to your

destination. We produce compelling marketing videos that

amplify a brand’s voice. Avia provides solutions that empower

brands, move businesses upward and communities forward.

Branding is the practice of creating a strategic identity to

promote a desired message to a targeted audience. Beyond

the development of a Brand Promise and a Marketing Plan,

visual communications are designed to deliver it’s message.

Avia Design Group has established long term strategic

partnerships with brand specialists and marketing consultants

who we collaborate with on small to large branding

assignments.

For more information, contact an Avia representative by calling

Todd Mayfield at 561.282.6205, Ext. 101 or visit us online at

aviadg.com.

branding case study for nagico insurances · 2020-01-14 · branding case study nagico...

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