Cover-More Travel Insurance has refreshed its brand identity, developed with branding design agency Principals and brand voice studio, XXVI. The goal is to transform the perception of travel insurance from a necessary evil to an expression of a shared passion for travel.
The new identity aims to be witty, upbeat, and caring, anchored by the company’s more care, more cover for all brand platform. It emphasises ‘worry-less’ travel narrative, focused on best-case scenarios.
“Travel insurance can sometimes be seen as a ‘grudge purchase’, but we wanted to capture the feeling of celebration that comes with knowing you have a safety net to embolden your travels, not only with our policies but with extras such as our free travel assistance app,” said Cover-More group chief marketing officer, Chris Noble.
“For us, it’s about showcasing the essence of travel as a joyful, inspiring and inclusive experience.”
Chris Noble
The update features a range of new colours, centred around a brighter and bolder shade of blue, along with a suite of brand assets including a revamped logo, graphic devices, illustrations, icons, and photography.
The refreshed brand identity is being launched through a campaign by creative agency Howatson+Company, which will roll out across TV, OOH, print, online, and social media in the coming weeks.
“In the years since the pandemic, our customers have embraced tourism with fresh vigour and a renewed passion and appetite to expand their horizons,” Noble continued.
“Whether that’s experiencing different cultures, catching up with loved ones or savouring new tastes, wanderlust is taking them all over the world – to parts known and not.”
The rebrand follows Principals’ work in May on the brand and communications framework for the NSW digital birth certificate, a pilot program inviting parents and guardians across 227 early childhood education centres to trial the technology.
See also: Principals launches brand identity for NSW’s Digital Birth Certificate