Case Study NAGICO Insurances

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Axia is an award-winning visual communications company specializing in wayfinding, branding and advertising for city, corporate and retail markets. Axia provides solutions to move people forward, companies upward and communities onward. Here, great ideas take flight. At Axia, we believe there is no such thing as a bad idea, just another step toward a winning solution. We encourage our Clients to participate in the design process because their input is based on insight and passion. Our motto is simple. “Provide the best creative solutions for the best clients for the best results– and have fun doing it”. Axia Creative, formerly known as Mayfield Creative, is located in West Palm Beach, Florida with a client base that covers the entire US, parts of Canada and over 19 Caribbean territories.

Todd Mayfield is the President and cofounder of Axia Creative. He has over 29 years of wayfinding, brand development, advertising and print graphics experience. He is also an accomplished fine artist and illustrator.

Todd has earned numerous awards for design excellence and profound respect among his peers. His work has been featured in various industry magazines and books such as Print, Signs of the Times and American Corporate Identity. Currently, his company has a loyal client base from California to the Caribbean and parts of Canada.

AXIACREATIVE.COM

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Case Study NAGICO Insurances

  1. 1. Advertising Case Study for NAGICO Insurances
  2. 2. 1Advertising 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 18 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 brandmark and graphic standards. The assignment culminated in the creation of their first brand style guide. In 2012, Axia 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. Axia is now the exclusive creative agency of record for NAGICO. We provide their print media, campaign strategies, signage, web media and point-of-sale graphics. We also continue to help them with the evolution of their brand. Overview
  3. 3. 2Advertising Case Study | NAGICO Insurances | The Logo NATIONAL GENERAL INSURANCE CORPORATION N.V. The Logo Before NAGICO engaged Axia, 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. In 2009, we simplified and united the two logos into a single brandmark. Axia introduced a warmer version of the green. The gold remained unchanged but we recommended that it be used at a minimum. The use of black was restricted to headlines and body text. A light, vivid apple green was added to freshen up the palette and to appeal to a broader market. Sky blue was introduced through photography but not as an official corporate color.
  4. 4. 3Advertising Case Study | NAGICO Insurances | Style Guide Style Guide A 64 page Style Guide was produced to control brand interpretation by internal staff, 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 first inside page, the back panel and at least once again on one of the inside pages.The finished 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 AUTO Vivamus auc tor leo vel dui. Aliq uam erat volutp at. Pha sellus nibh. Vestibu lum ante ipsum prim is in faucibus orci luctus et ultrices posue re cub ilia Curae; Cras tem por. Morbi ege stas, urna non con seq uat tem pus , nun c arcu mollis enim, eu aliq uam erat nulla non nibh. Duis con sectetuer malesu ada velit. Nam ante nulla, inte rdum vel, tristiqu e ac, con dim entum non , tellus. Proin ornare feugiat nisl. Sus pen disse dolor nisl, ultrices at, eleifen d vel, con seq uat at, dolor. Vivamus auc tor leo vel dui. Aliq uam erat volutp at. Pha sellus nibh. Vestibu lum ante ipsum prim is in faucibus orci luctus et ultrices posue re cub ilia Curae; Cras tem por. Morbi FREE ROADSDE ASSISTENCE Vivamus auc tor leo vel dui. Aliq uam erat volutp at. Pha sellus nibh. Vestibu lum ante ipsum prim is in faucibus orci luctus et ultrices posue re cub ilia Curae; Cras tem por. Morbi ege stas, urna non con seq uat tem pus , nun c arcu mollis enim, eu aliq uam erat nulla non nibh. PRIVATE YACHTVivamus auc tor leo vel dui. Aliq uam erat volutp at. Pha sellus nibh. Vestibu lum ante ipsum prim is in faucibus orci luctus et ultrices posue re cub ilia Curae; Cras tem por. Morbi ege stas, urna non con seq uat tem pus , nun c arcu mollis enim, eu aliq uam erat nulla non nibh. Duis con sectetuer malesu ada velit. Nam ante nulla, inte rdu m vel, tristiqu e ac, con dim entum non , tellus. Proin ornare feugiat nisl. Sus pen disse dolor nisl, ultrices at, eleifen d vel, con seq uat at, dolor. Vivamus auc tor leo vel dui. Aliq uam erat volutp at. Pha sellus nibh. Vestibu lum ante ipsum prim is in faucibus orci luctus et ultrices posue re cub ilia Curae; Cras tem por. Morbi ege stas, urna non con seq uat tem pus , nun c arcu mollis enim, eu aliq uam erat nulla non nibh. Duis con sectetuer malesu ada velit. Nam ante nulla, inte rdu m vel, tristiqu e ac, con dim entum non , tellus. Proin ornare feugiat nisl. Sus pen disse dolor nisl, ultrices at, eleifen d vel, con seq uat at, dolor. Vivamus auc tor leo vel dui. Aliq uam erat volutp at. Pha sellus nibh. Vestibu lum ante ipsum prim is in faucibus orci luctus et ultrices posue re cub ilia Curae; Cras tem por. Morbi Teg estas, urna non con seq uat tem pus , nun c arcu mollis enim, eu aliq uam erat nulla non nibh. Duis con sectetuer malesu ada velit. Nam ante nulla, inte rdum vel, tristiqu e ac, con dim entum non , tellus. Proin ornare feugiat nisl. Sus pen disse dolor nisl, ultrices at, eleifen d vel, con seq uat at, dolor. VISION CE uam eratulum rci luctus e; 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
  5. 5. 4Advertising 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 OUTLOOK Bolstered by our experiences and successes, NAGICO launched into a program of strategic expansionthroughout 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 FUTURE 2012 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 4 new territories between 2011 and 2012. A New Perspective On Insurance
  6. 6. 5Advertising Case Study | NAGICO Insurances | “My NAGICO Can” Campaign “My NAGICO Can” Campaign In 2011, we launched the “My NAGICO Can” campaign as a comprehensive strategy to consolidate NAGICO’s 18 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 your car and homeowner’s insurance for less? We’ve GotYou Covered ! • nagico.com To learn more about NAGICO’s great discounts, call: XXX-XXXX or visit an agent near you Now Serving: Anguilla • Antigua • Aruba • The Bahamas • Bonaire • B.V.I. • Curaçao • Dominica • French Antilles Grenada • Montserrat • Saba • St. Eustatius • St. Kitts & Nevis • St. Lucia • St. Maarten • St. Martin • Trinidad & Tobago We’ve GotYou Covered ! • nagico.com To learn more about NAGICO’s business policies, call: XXX-XXXX or visit an agent near you Now Serving: Anguilla • Antigua • Aruba • The Bahamas • Bonaire • B.V.I. • Curaçao • Dominica • French Antilles Grenada • Montserrat • Saba • St. Eustatius • St. Kitts & Nevis • St. Lucia • St. Maarten • St. Martin • Trinidad & Tobago Can your insurance provider help you grow your business with over 17 business policies?
  7. 7. 6Advertising Case Study | NAGICO Insurances | “We Insure Almost Everything” Campaign “We Insure Almost Everything” Campaign NAGICO recently 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. WeInsureEverything almost 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 Now Serving: Anguilla • Antigua • Aruba • The Bahamas • Bonaire • B.V.I. • Curaçao • Dominica • French Antilles Grenada • Montserrat • Saba • St. Eustatius • St. Kitts & Nevis • St. Lucia • St. Maarten • St. Martin • Trinidad & Tobago NA1065.2 We Insure Ad-FINAL 2.indd 1 2/10/12 3:31 PM WeInsureEverything 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 almost Now Serving: Anguilla • Antigua • Aruba • The Bahamas • Bonaire • B.V.I. • Curaçao • Dominica • French Antilles Grenada • Montserrat • Saba • St. Eustatius • St. Kitts & Nevis • St. Lucia • St. Maarten • St. Martin • Trinidad & Tobago NA1065.1 We Insure Ad-FINAL2.indd 1 2/10/12 3:31 PM WeInsureEverything almost 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 Now Serving: Anguilla • Antigua • Aruba • The Bahamas • Bonaire • B.V.I. • Curaçao • Dominica • French Antilles • Grenada Montserrat • Saba • St. Eustatius • St. Kitts & Nevis • St. Lucia • St. Maarten • St. Martin • St. Vincent • Trinidad & Tobago EATING ANT O A DGO BEWARE OF GIANT LIZARD GO MANSWALLOWS HAMMER GO MAN-EATING GIANT T O A DGO BEWARE OF GIANT LIZARD GO MANSWALLOWS HAMMER GO MAN-EATING GIANT T O A DGO BEWARE OF GIANT LIZARD GO MANSWALLOWS HAMMER GO
  8. 8. 7Advertising Case Study | NAGICO Insurances | Hurricane Companion Important Information for Hurricane Preparedness Compliments of 29ºN 27ºN 28ºN 25ºN 26ºN 23ºN 24ºN 21ºN 22ºN 19ºN 20ºN 17ºN 18ºN 15ºN 16ºN 13ºN 14ºN 11ºN 12ºN 9ºN 10ºN 7ºN 8ºN 6. 5. 4. 3. 2. 1. 12. 11. 10. 9. 8. 7. 42ºW 43ºW 45ºW 46ºW 47ºW 48ºW 49ºW 50ºW 51ºW 52ºW 53ºW 54ºW 55ºW 56ºW 57ºW 58ºW 59ºW 61ºW 62ºW 63ºW 64ºW 65ºW 66ºW 67ºW 68ºW 69ºW 70ºW 71ºW 72ºW 73ºW 74ºW 75ºW 76ºW 77ºW 78ºW 79ºW 80ºW 81ºW 82ºW 83ºW 84ºW 85ºW 41ºW Are YOU Covered? info@nagico.com • nagico.com www.nagico.com Bonaire Honduras Nicaragua Panama Costa Anguilla St. Kitts Columbia Long Island Jamaica Cuba Dominican Republic Haiti Turks & Caicos Great Inagua Mayaguana Crooked Island Rum Cay San Salvador Cat Island Great Exuma Nassau Eleuthera Great Abaco Andros Grand Bahama Florida Bimini Islands New Province St. Maarten/St. Martin Saba Antigua Barbuda Guadeloupe Dominica Nevis Montserrat Puerto Rico British Virgin Islands US Virgin Islands St. Eustatius St. Lucia Barbados St. Vincent &the Grenadines Grenada Tobago Trinidad Aruba Venezuela Islas Los Roques Isla Mona Isla La Tortuga La Blanquilla Islas de Margarita Martinique Curaçao “Hurricane Season” Campaign “Hurricane Season” Campaign Every hurricane season between July and November, NAGICO develops a campaign to promote property and homeowners insurance. A free hurricane companion pamphlet is made available in printed and electronic formats. The companion includes a map of the islands with latitude and longitude coordinates, a survival checklist and emergency numbers for all 18 territories. Bepreparedfor thingsthatcomeout ofnowhere. Go to nagico.com for a free Hurricane Companion or visit us at a local NAGICO office near you. Don’t wait until you are hit on the back of the head to prepare for this year’s active hurricane season “IwishIgotmyfree HurricaneCompanion beforeitwastoolate.” With the extreme weather activity this year, the experts say 2011 is likely to be an active hurricane season. Go to nagico.com for a free Hurricane Companion or visit us at a local NAGICO office near you.
  9. 9. 8Advertising Case Study | NAGICO Insurances | Corporate Website Corporate Website NAGICO’s 18 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 18 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: BVI Anguilla St. Maarten St. Martin (English) St. Martin (French) Saba St. Eustatius St. Kitts Nevis Antigua Montserrat Dominica St. Lucia Aruba (English Aruba (Papiamento) Bonaire (English Bonaire (Papiamento) Curaçao (English Curaçao (Papiamento) Trinidad & Tobago
  10. 10. 9Advertising Case Study | NAGICO Insurances | nagico.com Vehicle • Medical Property • Business Pantone 356 C Pantone 143 C Pantone 361 C NAGICO Green Gold Apple Green 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.
  11. 11. 10Advertising Case Study | NAGICO Insurances | Calendar Calendar Every year NAGICO prints a wall calendar that is issued to agents and branch offices throughout the region for their internal use and as gifts to customers. Sunday Zondag Domingo Dimanche Monday Maandag Lunes Lundi Tuesday Dinsdag Martes Mardi Wednesday Woensdag Miércoles Mercredi Thursday Donderdag Jueves Jeudi Friday Vrijdag Viernes Vendredi Saturday Zaterdag Sábado Samedi Serving 15 Caribbean Territories... and Growing! NAGICO Head Office • NAGICO Building • C.A. Cannegieter St. • Philipsburg • St. Maarten • T: (721) 542-2739 • F: (721) 542-4309 • info@nagico.com • nagico.com D E C E M B E R December 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 321 4 105 96 7 8 11 1712 1613 14 15 18 2419 2320 21 22 November 2012 27 28 29 30 S SM FT W T 541 2 3 6 127 118 9 10 13 1914 1815 16 17 20 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. Lucia The 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 first St. Lucia office in September 2011. 2012 Calendar
  12. 12. 11Advertising 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.
  13. 13. 12Advertising Case Study | NAGICO Insurances | The New Tagline The New Tagline For nearly 10 years, NAGICO has used “We’ve Got You Covered” as their tagline. Since our involvement with the company, we have maintained that it should change. We demonstrated that at least 20 other companies are using or have used the same tagline and that it was not performing as a true differenciator. In May of 2012, the CEO finally agreed that the process to develop a new tagline should begin as soon as possible. Before we could arrive at a tagline that would perform well for NAGICO, the exisitng brand had to be examined and updated. Per our recommendation, Mary Klugherz from Great Destination Strategies in Seattle was engaged to activate and manage the process. She flew to St. Maarten where she interviewed company stakeholders. With Axia’s creative support, several new brand directions were developed. The three finalists included the following concepts: Forward Thinking – NAGICO is a progressive, adaptable and innovative company, anticipating the future in the development of new products, creation of systems to facilitate the business, use of technology or moving into new markets. Responsive – NAGICO is responsive to its markets, whether it is in quick claim settlement, quality customer service, flexible policy development, new product creation, providing care and compassion in difficult times. Financially Strong – NAGICO’s financial stability is a result of responsible management, operational discipline, and strong, consistent company standards. The approved brand direction was the third concept- Financially Strong. The next step was to write the Brand Promise to articulate the brand. This would serve as a measuring device for the creation of several plausible taglines.
  14. 14. 13Advertising Case Study | NAGICO Insurances | The New Tagline The Tagline The Brand Promise “NAGICO Insurance is a financially strong and innovative insurance provider leading the insurance industry in the Caribbean. At NAGICO we provide our customer with exceptional value through our competitive and flexible products, expertise and responsive service offered throughout our regional network of branch offices, agents and brokers in the Caribbean and future markets. The NAGICO experience is shaped by the many cultures of the Caribbean, which enhances the quality of life for our customers and the communities in which they live. This is the NAGICO Way.” From this, 40 tagline candidates were considered, 15 were vetted. Five strong recommendations were submitted with one recommendation. Your Way Forward Solid Solutions for Life Our Strength. Your Freedom. Our Strength. Your Future. Stronger. For Your Future. We recommended Stronger. For Your Future for several reasons. The word “Stronger” implies that NAGICO is stronger than their competitors, stronger than ever, stronger despite the challenges that come from always honoring claims after a huge catastrophe. It also implies that NAGICO is the stronger choice a customer can make to secure their future. “For Your Future” speaks directly to the customer. It touches on the number one reason people buy insurance, to protect the continuity of their lifestyle into the future.
  15. 15. Axia is an award-winning visual communications company specializing in Branding, Advertising and Wayfinding for City, Corporate and Retail markets. We provide solutions to move people forward, companies upward and communities onward. Axia is a place where great ideas take flight. We believe that there are no bad ideas, just steps in the process of creating winning solutions. Our clients are always encouraged to participate in the design process. Our motto is simple. “Provide the best creative solutions for the best clients for the best results– and have fun doing it”. The primary goal of our Advertising services is to increase and retain our clients’ customer base while strengthening their brand equity. The desired results are continued market growth, brand recognition and sustained credibility. We accomplish these goals by fully understanding our clients’ industry, their unique offering, competition and target audience. We develop a strategic marketing road map which identifies calendared marketing opportunities and trends. We collaborate with each client’s marketing team to develop creative campaigns that align with these opportunities for efficient and measured results. For more information, contact an Axia representative by calling 561.282.6205 or visit us online at axiac.com. C R E A T I V E

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