John Lewis Insurance

We were recently brought in by Paul Porral, Head of Brand Creative at John Lewis to work on a ‘brand stretch’ project that explored the integration of John Lewis insurance products (formally known as Greenbee) into the master brand.

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Given the economic climate and the challenges in the traditional financial sector, John Lewis recognised the opportunity to align Greenbee closer to the master brand and its inherent association with trust, integrity and service quality.

The challenge

To explore the link between John Lewis insurance products (Greenbee) and the John Lewis master brand in order to better articulate the offer to customers. The solution needed to have enough ‘John Lewis-ness’ to build on the positive John Lewis brand values but also have enough distance to stand out and be visible within the main areas of business. Too close to the master brand and it could have created confusion with the core John Lewis offer (both off and online).

What we did

We worked closely with internal teams at John Lewis and
Greenbee, running workshops with the client and their above
and below the line agencies on;

Naming
Use of Language
Look and feel

We focussed on the needs of the customer who require clear,
straightforward, simple and transparent service and products.

How we did it

We arrived at a solution that provided a feeling of calm and
simplicity, which included a new;

Name
Tone of voice
Overall look and feel (logo, typography, colour palette, imagery)

Simple white objects appear on calm white backgrounds together with clear messages in a John Lewis green to both reassure and reassert the master brand.

This new language was implemented above, below and online and captured in a guideline document.