OPTIO

Building a single vision for success

According to Deloitte (2019), 20% of corporate M&As fail to reach their expected revenue due to poor cultural alignment.

So when Ascent Underwriting, Bay Risk Services and Cove Programs were acquired by a private equity business in 2018, the new management team approached us to ensure their merger was successful.

WHAT WE DID

Brand strategy
Brand values
Brand identity
Website
Physical collateral
Digital brand guidelines
Naming
Office interiors

RESULTS

MGA Initiative of the Year 2019 - Insurance Day Awards

Align and conquer

CHALLENGE

With just three months until a move to new offices, the team wanted us to move quickly and create a powerful, unifying brand for the new group.

STRATEGY

We started by bringing together the new management team from the three businesses for our What? Why? How? workshop. Using a combination of individual and group exercises, we identified their shared vision for the group. During the session, their ability to leverage technology and expertise to add value became a key theme. It provided a shared, core vision to align the different companies.

Feedback from the brand launch has been nothing short of sensational to be honest. Probably the most telling feedback was from one of our senior team who admitted he was sceptical of the rebrand - but was converted! Nothing but positive feedback from all and everyone’s very excited about the future of Optio.

Kevin Hastings, Founder & Group CEO, Optio

Unite to innovate

FUTURE THINKING

Throughout our process, it became clear that the team are always looking for new ways to innovate and add value for their customers.

The Organising Idea we developed, ’Future thinking’, perfectly captured this fundamental truth behind their business. It shares how they work together to make positive changes to the insurance market.

Guided by this, we created an identity that combines a bright orange colour palette with dynamic photography to capture movement, direction and action.