A brand reboot for Bahamas First Group
For the best part of a decade, Bahamas First Insurance, Cayman First Insurance and NUA Insurance Agents & Brokers have been looking after the lives, livelihoods and possessions of their customers in the Bahamas and Cayman Islands. This is the first major rebranding they had, so it really was a big deal for their internal teams, as well as customers.
We began the project with research, when we ran focus groups engaging with employees as well as a variety of other team members representing different levels from each company. We wanted to find out their internal perception of each brand, and employee’s levels of awareness and understanding of the organisation’s vision, mission and values. That insight, combined with external market research, allowed us to identify and define key propositions for each company and to develop a brand strategy.
We then moved onto the brand creation stage – reimagining logos, colour palettes, fonts and imagery.
Bahamas First and Cayman First already shared the same branding structure, so this project was an opportunity to further unify their brand style so they could be consistently represented across their respective geographic areas. With a focus on ‘protecting’ their customers against life’s uncertainties, we knew their logo needed to embody this while keeping their nature of being ‘First’ front and centre. We landed on the idea of merging the letter ‘F’ with the wing of a bird – symbolic of protection, but also being fast, and forward-thinking. Thus, ‘The Pinion’ was born.