Nagico Insurances is a leading Caribbean insurance provider with a rich history of expansion and innovation, founded in 1982. The company engaged Axia as its creative agency to enhance its brand, leading to the development of a comprehensive brand style guide and multiple marketing campaigns. Nagico continues to grow its presence through strategic acquisitions and targeted marketing efforts across multiple territories, preparing for future expansion and reinforcing its commitment to customer service and risk management.

1. Advertising Case Study
for NAGICO Insurances

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. 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. 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
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FREE ROADSDE ASSISTENCE
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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. 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. 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. 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. 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
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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. 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. 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. 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. 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. 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. 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. Axia is an award-winning visual communications company
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C R E A T I V E