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The brief: Devise a new brand for the recently merged Sutcliffe Solloway and Weller, Russell & Laws, reposition the brand as commercial specialists



Sutcliffe Solloway is a regional insurance group located in the Midlands. Since acquiring one of its competitors, Weller, Russell & Laws, it needed to address the issue of brand across the new company landscape. The company has a long history dating back to 1862, however, the insurance market has changed enormously and Sutcliffe Solloway needed a brand relevant to today.

Understanding you

POP was chosen to manage the rebranding process and began by producing a staff presentation about why the project was necessary and what it entailed. We also consulted with the management and staff to gain insight into the customer experience and relationship. These are largely missing from firms operating purely online and contribute significantly to the company’s excellent customer retention rate.

We are delighted with the outcome and very impressed with the way POP conducted the process. It really has given the company a lift, the new brand is fantastic

The first action was to reduce the brand name to the simple, memorable ‘Sutcliffe’. This cut the name in length by five words and brought both companies under a single name. We then built the new brand around the proposition of ‘Understanding You’. As a commercial specialist, Sutcliffe deals with risks that are more complex and sector-specific than domestic insurance. Having advisors that can understand each client individually is crucial to making sure they are fully protected.

The tone of voice used in marketing material was simplified and made more approachable to ensure clients have transparency when choosing insurance products. With Sutcliffe’s staff we also devised a 5-point customer service promise which are central to customer care.

The visual identity is as clean and simple as possible, with a colour palette of just three colours. POP also produced custom vector illustrations for use throughout the marketing materials and on the website to keep a strong, consistent visual theme and negate the use of generic stock imagery.

To facilitate Sutcliffe selling personal insurance products to its high net-worth commercial clients, POP also devised the ‘Executive’ sub-brand. This reverses the theme from black-on-white to white-on-black, but still works consistently within the new identity because of its simple, iconic design.

What we did:

  • Brand concept, positioning, strapline and key messages
  • Internal staff presentations
  • Brand identity
  • Brand guidelines
  • Copywriting
  • Corporate website
  • Corporate marketing materials and POS

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