Merger of two brands into one
Austria's leading credit insurer previously operated with two independent brands. With a single-brand strategy, the profile is to be sharpened and the new Acredia brand is to be presented clearly and authentically.
Task
Acredia wanted to develop a one-brand strategy from the two independent brands Primsa and OekKB Versicherung including a new corporate design for the future core brand Acredia.
Solution
The brand consulting agency &US developed new values and a new positioning. Based on this, a corresponding brand strategy including a new corporate design was developed.
Result
Thanks to precise innovation consulting, Acredia was able to consolidate and further expand its brand in the market by focusing on the strong Acredia brand and making its positioning tangible. A brand strategy that worked.
In addition to the relaunch of the website, the brand promise was formulated within the framework of the brand development and packed into the claim: ‘Power to act’. The creative team also defined new colours and product names and designed a new logo that visualises the brand values.
The new Acredia logo is characterised by the designed ‘A’ in the Acredia lettering – a shield rotated 180 degrees, replacing the last letter ‘A’. The shield, a recognised symbol for protection, becomes a dynamic, upward-pointing arrow through the rotation. This leads to the new statement ‘Power courage to act’, which does not emphasise the insurance benefit ‘security’, but the benefit that comes from security.
Das neue Acredia-Logo wird durch das gestaltete “A” im Acredia-Schriftzug geprägt – ein um 180 Grad gedrehter Schild, der den letzten Buchstaben “A” ersetzt. Der Schild, ein gelerntes Symbol für Schutz, wird durch die Drehung zu einem dynamischen, aufwärts gerichteten Pfeil. Das führt zum neuen Claim „Macht Mut zu handeln“, der nicht die Versicherungsleistung ‘Sicherheit’ betont, sondern den Nutzen, der sich aus der Sicherheit ergibt.
The new brand strategy made the Acredia brand, which was still unknown to the market, visible and tangible to the outside world in order to expand its leading position in the credit insurance sector.
The new brand image was communicated to the relevant target groups through an attention-grabbing advertising strategy and campaign, flanked by employer branding measures.
Marion Koll
Head of Marketing, Communication & Digital at Acredia
