Brownhill Insurance Group
Branding
THE CLIENT
Brownhill Insurance Group is a family-run insurance brokerage based in Bromley, South-East London, offering both commercial and private insurance.
THE CHALLENGE
The company required a brand refresh to coincide with some major changes in their operations – transitioning from traditional insurance products to offering tailored high-end insurance services for wealthy individuals and larger businesses.
Their existing brand identity was just a modern typeface without any meaning behind it, and they requested a new corporate identity to be developed that reflected their family heritage, but was modern and retained their brand orange colour. They also required an identity that could be adapted into different colours for different areas of business.
MY ROLE
- Art direction & design
- Branding R&D
- Logo design & brand styling
- Brand guidelines
- Concept visuals for digital applications
- Concept visuals for printed items
- Brand sponsorship (Bromley FC shirts)
TOOLS
- Pencil & paper
- Adobe Illustrator, Photoshop & InDesign
- Adobe XD
During the R&D stage of the brand development, I explored the history of the Brownhill name and discovered its medieval heritage dating back to the Norman Conquest and family crest that contained some unique features.
Two key features of the family crest that stood out were the shield and chevron – both of which are symbols of protection – the fundamental core of what an insurance company offers.
Avoiding the overused shield symbol, I created a symbol using a positive and negative chevron floating above a solid diamond shape (a symbol that represents wealth and strength), which together formed a hexagon – the strongest shape in nature. Another aspect to the design was the idea of ‘guidance’, as the shapes also appear like arrows.
THE IDENTITY CONCEPT
Brownhill family crest
Symbols of protection
Modern symbol of protection
BRAND COLOURS
TYPOGRAPHY
The client was keen on having some unique features in the brand typeface, but did not have a budget to create a custom font.
I found the Gilmer Bold font was a great choice for the Brownhill brand logo, by making a few stylistic adjustments to certain characters – as outlined below from the brand guidelines.
I also selected Satoshi as a complementary body font to be used on all printed and digital assets.
BRAND APPLICATION
