Hiring insurance is not in Brazilians’ priority list. Many people believe that insurance is only for those who can afford it. At the same time, those who already recognize their importance do not understand what they are hiring. To simplify matters and stand out in a territory full of prejudices, Caixa Seguradora Insurance had to look at itself and find its place in the market.
The repositioning of Caixa Seguradora goes well beyond the change to its name. Caixa Seguros (insurances), Caixa Previdência (private retirement plans), Caixa Consórcios (purchase consortium), Caixa Capitalização (capitalization bonds) and Caixa Seguros Saúde (health insurance plans) ceased to exist and merged into one Brand.
Based on the Branding Diagnosis, we realized that Caixa Seguradora needed to play a role that was commensurate with its importance on the insurance market, borrowing the positive image of the Caixa Econômica Federal. It ceased to be a product Brand, and became a corporate Brand. A unique personality with a new visual. A Brand for all Brazilians that are concerned about insuring their assets and having them well cared for.
YES, IT’S 4 U
To make this change tangible, we added ‘Seguradora’ (Portuguese for “Insurer”) to the traditional logo of Caixa Econômica Federal, with a friendly typography that lent youthfulness and lightness to the Brand. A unique Verbal Universe and a dynamic Visual Universe, rich and colorful, inspired by the letter X that is so characteristic of the bank’s Brand.
“THE BIG CHALLENGE IS NOT JUST IN ADVANCING A RE-BRANDING EFFORT, BUT IN MAKING IT REAL IN THE CUSTOMERS’ EXPERIENCE.”
Sany Silveira, Marketing Director
The whole process culminated in Caixa Seguradora moving to a new building, in Brasilia: more modern and up-to-date, and decorated with the Brand’s elements. The launch event was the turning point for the transition into this new phase for the company.