SHIFTING CONSUMER FOCUS INTO THINGS THAT MATTER MOST
Services
- Brand strategy
- Brand identity
- Communications
The Company
Mercantile Insurance has been a trusted name in the insurance industry for over 60 years, specializing in non-life insurance products such as motor, fire, marine, and casualty insurance. Established in the Philippines, they have built a solid reputation for delivering reliable coverage and exceptional customer service. Today, Mercantile Insurance is one of the leading non-life insurance providers in the country, consistently ranking among the top insurers in the market. Their long-standing experience and focus on meeting customer needs have made them a preferred choice for individuals and businesses alike.
Our approach
When Mercantile Insurance sought to shift the market’s perception of non-life insurance, they turned to us for a comprehensive brand strategy. Our mission was to refine the brand’s identity through strategic communications, enhance its visual presentation, and create a more engaging and approachable narrative.
Refreshing the Brand’s Look
To revitalize the brand’s identity, we focused on introducing fresh visuals and photography while maintaining the core elements of the existing logo. This approach allowed us to enhance the brand’s appearance without completely overhauling its established identity. By updating the visual elements, we aimed to create a more dynamic and appealing look that still resonates with the brand’s heritage.
Improving the Narrative
We developed new taglines and copy that emphasize a welcoming and reassuring tone. While most non-life insurance communications highlight features like affordability and flexible payment terms, our strategy shifts the focus to how Mercantile Insurance alleviates clients’ concerns. We aimed to communicate how the brand’s offerings provide peace of mind, allowing clients to enjoy their assets without worry.
Designing Engaging Visuals
Our design strategy involved creating clean and engaging visuals that avoid dullness while ensuring simplicity. We developed visual anchors to build a strong connection between the brand and its stakeholders, ensuring consistent messaging across all touchpoints. This approach not only reinforced the brand’s identity but also made it more relatable and accessible.
Crafting Clear and Warm Copy
The copy we created aligns seamlessly with our strategic approach, reinforcing the brand’s message with clarity and warmth. Our goal was to craft communications that build stronger connections with clients, fostering a sense of trust and reliability.
Our experience working with Mindfuse is definitely a positive one. They were very organized, collaborated ideas openly, executed in an efficient manner and were always diligent in setting meetings and giving updates
Justin Liu Chairman,
Angel’s Pizza
