Munich Re Design & Branding ELLIPSE by Dave


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Industry Insurance
Media Design & Branding
Market United Kingdom
Agency Dave
Creative Director Robbie Laughton
Creative Christine Gasper
Released February 2010

Credits & Description

Category: Illustration
Advertiser: MUNICH RE
Agency: DAVE
Date of First Appearance: Mar 1 2010
Entrant Company: DAVE, London, UNITED KINGDOM
Entry URL:
Creative Director: Robbie Laughton (Dave Soho)
Creative: Christine Gasper (Dave Soho)
Senior Consultant: Sophie Lord (Dave Soho)
Head of Project Management: Sam Worthington (Dave Soho)
Media placement: Brochure - Customers, Shareholders Etc - 1st March 2010
Media placement: Leaflet - Customers, Shareholders Etc - 1st March 2010
Media placement: Website - Web - 1st March 2010
Media placement: Notebook - Office - 1st March 2010
Media placement: Illustration Examples - Multiple Channels - 1st March 2010

Describe the brief from the client
Group Risk Benefits and Group Insurance is a world that not many people know about. For those that do, it’s a sector characterised by conservative business practices, lack of customer-centricity, big names and big promises that are rarely delivered on. Munich Re, the global giant of reinsurance, decided that it was time for a change. They asked us to help them position and create a new brand with the aim of breaking into and revolutionising the Group Risk market.

Describe the challenges and key objectives
Our work at the earliest stages of the project told us we needed to set the position of a true challenger brand – one that looks, sounds and acts differently from the incumbent insurers in the market. This needed to be clear to all stakeholders – internally and externally – from the very start. The name, identity and illustration style we created reflected this brief – distinctive, different, challenging, smart and precise in language but, above all, human in feel.

Describe how you arrived at the final design
It was very clear from the outset that not only were we working with a client who wanted to stand out in the market and redefine the category, but that underlying this was a real conviction that the work they did really matters at a human level: that, ultimately, their business exists to help people when it really counts. This conviction and humanity was vital to capture the creation of a visual identity, logo and illustration style - along with a real sense of smartness and optimism.

Give some indication of how successful the outcome was in the market
Having launched in March 2010, Ellipse have hit their targets and are steadily growing a successful business. The positioning and brand identity we created sits at the heart of everything Ellipse do - a true conviction brand that is challenging the market by stealth.