THE ASK
Refresh and position PC Insurance as the one-stop-shop
for all home and auto insurance needs of Canadians.
for all home and auto insurance needs of Canadians.
Stage One: Competitor Research
The first step in the research was to get a clear picture of the competition and the overall landscape of the home and auto insurance market. I examined the imagery and colour choices used by other insurance companies and noted which ones felt dated or overused. I also explored how non-traditional insurance brands connect with their audiences (particularly younger customers) by simplifying their messaging and using fresh, unconventional branding approaches.
Stage Two: Client Audit
The next step was to audit the client’s current marketing tactics and channels to assess how effectively they were positioning themselves in the market. Working with a copywriter, I explored how customers were engaging with the existing content and identified potential pain points and opportunities along the customer journey. From there, we identified strategic ways for the brand to differentiate itself; through adjustments to tone of voice, visual style, and overall presence across key channels to create a more cohesive and distinctive brand experience.
THE TASK
Establish a positioning platform, visual identity,
and messaging matrix for PC Insurance.
Establish a positioning platform, visual identity,
and messaging matrix for PC Insurance.
OBJECTIVES
Improve Y-on-Y awareness scores by 1% pt in gen Canadian
population and PCO member base by brand track 2022.
•2x GWP growth from $161M in 2020 to $294 in 2025
•Increase the adoption of PC Insurance within
the PCO members to 20% in the next 3-5 years
•Increase the % of bundled policies from 40% of the
policy base and move towards an industry avg of 74%
Improve Y-on-Y awareness scores by 1% pt in gen Canadian
population and PCO member base by brand track 2022.
•2x GWP growth from $161M in 2020 to $294 in 2025
•Increase the adoption of PC Insurance within
the PCO members to 20% in the next 3-5 years
•Increase the % of bundled policies from 40% of the
policy base and move towards an industry avg of 74%
THE AUDIENCE
Home and car owners with active lives.
(PC Optimum users & existing policy owners for bundling)
Home and car owners with active lives.
(PC Optimum users & existing policy owners for bundling)
Stage Three: Concept Pitch
The Insurance Feels
“Insurance is dry.” “A drag.” “Dull.”
The truth? It’s actually an intensely emotional experience as anyone who’s had the comfort of being
insured can tell you. Like that feeling when you realize you have a trusted source that saves you
hours of research and rate shopping. That’s what PC Insurance does.
insured can tell you. Like that feeling when you realize you have a trusted source that saves you
hours of research and rate shopping. That’s what PC Insurance does.
There’s a world of emotions out there in insurance. We help you feel the good ones.
The Insurance Superfan
The superfan is known for dedication and infectious enthusiasm. But it's not just passion that makes
the superfan – it's the knowledge that kind of deep love and intense study of the game fuels.
the superfan – it's the knowledge that kind of deep love and intense study of the game fuels.
That's the energy PC insurance brings. Because we know the providers to go to, we know
how the industry works. We know the angles on the best rates.
how the industry works. We know the angles on the best rates.
But most importantly, we know our customers. We understand them, what they need and want.
And make sure we share our knowledge with them. Because we're their superfans too.
And make sure we share our knowledge with them. Because we're their superfans too.
The Personal Shopper
It's complicated out there – a labyrinth of insurance providers, coverage options, and terms.
PC insurance has the savvy to help navigate that world. Think of us as the ultimate
personal shopper: We find the good rates, and bring back the best ones for our customers.
PC insurance has the savvy to help navigate that world. Think of us as the ultimate
personal shopper: We find the good rates, and bring back the best ones for our customers.
We know where to look, what fine print to check. Most importantly,
we really get our customers and what matters to them.
we really get our customers and what matters to them.
Stage Four: Concept Refinements
After careful consideration, concept three was selected to move forward.
Our team then focused on refining the idea by sourcing distinctive, ownable
assets to bring the creative vision to life. We collaborated with 3D modelling specialists
to develop a range of applications that showcased the concept in engaging ways.
assets to bring the creative vision to life. We collaborated with 3D modelling specialists
to develop a range of applications that showcased the concept in engaging ways.
Custom 3D Models
Stage Five: Final Assets
Once the refined concepts and models were approved, our team produced a full suite of static and animated assets for use across social, video, and print channels. Launching the new brand identity was a collaborative effort involving myself, several production artists, and animators to ensure a cohesive and impactful rollout.
