The Catalana Occidente project began with the need to renew the brand for their 150 anniversary. Before designing we interviewed the leaders of the group to get to know first hand the history, values and vision of the company. This development work was useful for understanding the project and deciding the strategy.
Previously the Catalana Occidente Group had been actively acquiring other insurance brands. Our analysis detected the need to create a clear brand architecture to help organise more than 50 existing brands. We decided to unify the typography, the symbol and the colours of the insurance brands. The brand companies maintained their names due to their history and local roots. This allowed us to leave out the brand group endorsement for the insurance brands. The next step was to create order and a hierarchy in the brand portfolio following this scheme: Brand group, foundation, insurance brands, investment / management brands and finally products and services brands. Once all the basic corporate elements had been defined, individual insurance brands were able to develop their own communication language and art direction.
The new symbol is an evolution of the previous one. We started using the shape as a silhouette, suggesting the form of their emblematic headquarters. We commissioned Eduardo Manso to do the corporate typeface. We developed a contemporary slab serif font, slightly more condensed than usual to allow for the length of a lot of the brand names. A sans serif version for text usage completed the typeface family “Catalana”.
All the Catalana Occidente Group brands are solely insurance companies. They are insurance experts and they stand out because of their unique network of agents. Therefore we created the tagline: “Thinking about your future” highlighting that it is about connecting with the end consumer.
To launch the brand to employees a video was made and projected at the annual agents meeting. We wanted the video to convey the sense of effort and personal touch in the way it was made. To achieve this we created a classic animation, drawn by hand, frame by frame. This resulted in 1400 illustrations of Oriol Malet which together made up the video. The copy by “Contents” used a storytelling structure to explain the values of the brand. The classical music score was created by “the Pinker Tones” The video was enthusiastically received by everyone in the presentation. A brand book explaining the values and the company’s 150 year history was also handed out.
The Catalana Occidente Group has more than 1800 offices, we worked closely with their in-house signage department and with experts at 3M. After a lot of prototypes, we created a signage system with personality, creating visibility for the brand, working equally well by day or when backlit at night.
Content, design and typology of the user dictated the web architecture. An initial parallax design allows new users to discover all about the Catalana Occidente Group in a visual, quick and dynamic way. For the more enthusiatic user, there is a second level that is now more visual and navigable.
We also created an icon family with more than 120 icons.
In order to maintain consistency of the brand throughout every location, we created a BrandHub where employees can view the basic elements that create their visual identities. Manuals, logotypes and applications can be quickly downloaded and managed within the corporate guidelines.
We also introduced the idea of a Brand Guardian to help the communication department correctly apply the brand at all levels.
Mucho continues to help guide on a strategic level, allowing us to help steer and evolve the brand in the future.
Copywriting: Contents Editors
Illustration: Oriol Malet
Edition: Oscar “Hove” Gonzalez
Sound: Flow Audio & Idea Sonora
Voice-over: Alex Warne
Photography: Roc Canals / Roger Casas