Cornerstone Corporate Identity

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All sectors of the Nigerian market are on the verge of, or are currently undergoing, major change.Privatization has awakened the commercial spirit, and many major brands are looking for ways to establish new footholds and create a strong, modern brand presence.

The insurance industry in Nigeria has recently undergone recapitalisation whereby the number of operating companies was significantly reduced largely through mergers and acquisitions. Further recapitalisation is expected to happen which will lead to the creation of Mega Insurance companies. From 104 companies, there are now 49 registered insurance companies. Insurance in Nigeria is generally not understood. Less than 1% of the 140 million population of Nigeria is not insured. This is mainly due to the lack of trust and lack of education about insurance products and benefits thereof. It is also still a broker-driven market whereby brokers hold the relationship with customers. 80% of business to companies emanates from brokers. However, many of the companies are now developing direct channels whereby they can speak directly to the consumer. The aim of this project was to build a proposition that stimulates user demand for the product and services of Cornerstone Insurance on a national basis in Nigeria across an existing customer base but also extending this to the retail consumer sector. We needed to develop a new and revolutionised corporate identity that encompasses the brand essence, promise and personality. This identity needed to reflect transformational change, confidence, leadership, progress and reputation.

We began our process with a variation of logo designs including revolutionary options in order to focus on a more progressive direction that Cornerstone will embark on.

Our inspiration stemmed from the fact that insurance has existed long before the economy was even about money. Community members would make sure they are insured by lending a helping hand within their communities.

We developed the icon and flipped it to give an idea of a handshake, protection, a helping hand, trust, commitment and giving back. We then introduced the circle around the icon to reflect the community.

The colour palette chosen reflects the community, assurance and working as a collective. The vibrant red depicts that Cornerstone is future focused, with refreshing yellow, friendly and grounded blue and welcoming green.

We introduced a patterning system, as it is an extension of the brand language, using visual cues from the identity in various ways such as a graphic device, allowing the viewer to recognise the brand even when the logo is not present.

The result is a revolutionsed Corporate Identity that encompasses Cornerstone's brand essence, promise and personality.