BACKGROUND
Beazley is a leading firm of Lloyd’s underwriters, a specialist insurer of complex risks. Its brave, creative people are free to think freely and act decisively. Given the blandness of the competition, this was a difference worth shouting about.

STRATEGY
Beazley’s advantage in the cautious world of insurance is the instinct, bravery and on the ground knowledge of its people, which inspired the new brand essence, ‘Advanced Thinking. Applied’.

SOLUTION
Underwriters tend to doodle and scribble as they consider a risk. This formed the central idea behind the new identity and made a play on the ‘lines’ that insurance businesses specialise in.

In support of their expansion into the US, a witty brand film tells the story of what makes Beazley different.