Tawuniya Tawuniya Insurance
| Fact |
Value |
| Contact |
Dubai |
| Client |
Tawuniya |
| Project |
Tawuniya Insurance |
| Industry |
Financial Services |
| Timeline |
27 Months
May 05 - Aug 07 |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Brand Language
Brand Naming
Corporate Design
Measurement, Assessment and Evaluation
Brand Audit (including VISEQS)
Competitive Analysis
Insight Research
Opportunities and Insight Report
Brand Architecture
Brand Idea
Brand Model
Brand Positioning
Value Proposition
|
| Team size |
3 The Brand Union
3 Client |
Tawuniya is the leading and most established insurance company in Saudi Arabia, providing multi-line insurance.Tawuniya is considered the authority on Insurance in KSA, most notably by the media and the government, and is regularly asked to comment on industry issues, and develop or vet government policies for the industry.
With the recent opening of the Saudi Arabian insurance market and subsequent increase in both local and international competition, Tawuniya needed direction to bring its brand back in line with the strength and ambitions of the organisation. Research showed strong awareness, but large inconsistencies coupled with brand confusion.
With the market changes and many new insurance companies entering the market, the company needed to confirm their position as the market leader and secure brand strength as the co-operative insurance company.
Secure, Always
Tawuniya is the simplification of the Arabic word for ‘co-operative’ and was already established amongst the related customer base by this name.
The new name and identity takes ownership of this insurance category and evokes a strong emotional connection to customers as “co-operative”, which is the only accepted form of Islamic insurance.
We leveraged the company’s brand heritage to reposition it as the premier insurance company delivering dependable co-operative products and services. The brand that makes you feel secure, always. To deliver on this positioning we evolved the brand with a new name, identity and created a strong and distinctive personality enabling it to fulfil its true destiny.
Dynamic and Engaging
The new identity is far more approachable, simple and iconic. The use of more sophisticated colour palette and the development of a dynamic and engaging visual language allows Tawuniya to consistently deliver their world-class products to the market.
More premiums
A 5% increase in gross premiums for the 4th quarter 2007, compared to 2006 and an overall 9% increase in premiums for 2007.
With a dramatic increase in revenue - 21% increase in total revenues in 2007.
“The Brand Union has successfully partnered with us to develop our new brand identity and name change. They clearly understood that it was essential we communicate that, as the premier insurance provider in Saudi Arabia, we are still the same company that you know, trust and love – but we are moving forward and looking to the future through strengthened customer relations.” Hani Saigh, Marketing Communications Manager, Tawuniya.
