Brit Insurance
A brave new brand to signal a new era.
About the project
Client:
Brit Insurance
Client type:
Specialty Insurance
Scope:
Identity & Systems
Brand Guidelines
Print & Publications
Illustration
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Brit is a global specialty insurer with a major presence at Lloyd’s of London and international operations, including the US. Following a period of internal upheaval and restructuring, they needed a powerful brand refresh to re-energise staff and signal a new direction.
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To create a striking new identity that challenged sector norms and reinvigorated internal morale after a tough year. The brand needed to feel fresh, optimistic, and detail-focused—without losing credibility in a highly risk-averse industry.
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While working as Creative Lead at design agency October Sun (part of Beyond London), I led the design, art direction, and illustration. Inspired by a Blur album cover, I developed a bold illustrative approach that was later expanded into a full commissioned suite of 14 artworks – each representing one of Brit’s specialist insurance areas. A ‘spot the difference’ concept reinforced the brand’s attention to detail, and the logo’s blue underline became a flexible visual device and subtle reference to underwriting.
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The brand marked a new chapter for Brit, internally and externally. It stood out dramatically in a conservative sector and helped lift morale, while clearly articulating their expertise in a creative and confident way.
A word from a former employer
“Jenny can take an idea and make it better; she can turn a brief into something startling, has a lovely aesthetic and is bright and articulate. Technically Jenny is brilliant and so can work from idea to implementation through to the most complex artwork. She is the complete package and would be a huge asset to any organisation and I highly recommend her.”