Project Description

Islands creative. Part 2: Corporate literature

islands rebrand corporate literature policy document travel

Project Brief

As part of the re-brand of Islands by The Idea Works the next step was plainly to harmonise and updating all corporate and customer facing corporate literature to be in line with the new corporate identity.

This spanned both the advertising, signage and way-finding systems within the offices, across all islands, as well as, of course, new policy documents and promotional brochures.

The Design Solution

As part of the first part of the re-brand I’d proposed both a primary colour palette and a secondary colour palette, which was consistent with the NFU corporate branding (whilst adding and subtracting a couple to make both harmonious).

So each policy area is now colour branded. It was then simply a case of applying my corporate identity guidelines and rules to the various literature items in a consistent way.

The Copywriting Solution

I’ve supplied all the copy I wrote for these brochures as I feel they neatly showcase both my copywriting skills as well as framing my approach to it.

I feel that in both Business to Business (B2B) and Business to Consumer (B2C) there’s great scope to position, through correctly written copy, the brand in both an accessible and progressive way.

I’m starting from the assumption and proposition that the audience is human. And they’re not stupid. So… be human, don’t treat your audience like fools. Connect with your audience and write from THEIR perspective.

This proposition also allows for a more modern angle on the positioning of the brand to the audience. So… in this case insurance, isn’t framed as, as I say: “boring old insurance”, it’s framed as something that you’ll have to pay for, irrespective of who it’s bought from, and, perhaps, if you break down, a bloke will come and fix you up and get you home for free. It’s a service and a benefit of something that you’ve got to pay for anyway. And that’s therefore a key USP delivered in an understandable way.

And, of course, all good copy needs to go hand in hand with, and link back to, the image. That’s the role of successful Art and Creative direction, hopefully I’ve delivered that.

For a similar perspective to this copywriting angle but in a B2B context please see the ad campaign I wrote for Foxleigh Knight (accountants) here.

Design & Copywriting.

1 USP brochure

islands rebrand corporate literature USP brochure part 1

Copy: intro on cover

Insurance. It’s just plain old insurance, right? We beg to differ. We believe we define ourselves in a different way.

The way we conduct ourselves, the knowledge we have and how we treat you when you need help.

In this booklet you’ll find the things which we think makes us different. It’s not complicated – it’s looking out for you, our customers, first and foremost.

Copy: intro spread

At Islands’ we pride ourselves on giving customers the highest quality and most personal service possible. Our customers know they can turn to us for help and advice whenever they need it. In fact, many of them know us by name and often stay with us for years.

And we repay that loyalty in more ways than one as you’ll find out if you are, or are about to become, a customer.

Brochure design details

Design & Copywriting.

2 Prestige Home insurance brochure

islands rebrand corporate literature USP brochure part 1

Copy: intro on cover

Designed for people with valuable property, land and possessions, Prestige offers comprehensive cover and then bolts on a host of additional benefits as standard.

Take a look inside this guide to see the superior level of cover you’ll enjoy, and rest assured you’ll receive the exemplary service that’s made islands’ the leading local insurance provider.

Copy: intro spread

Islands’ Prestige home insurance gives policy holders enhanced cover for higher value homes and luxury lifestyles. If your contents and possessions are worth more than £100,000 then this policy is for you.

Sometimes the type of cover is more important than the price and prestige offers both comprehensive cover and a host of added benefits as standard, giving you the flexibility and freedom to enjoy life.

What’s more we’ll dedicate an account manager to look after you & your policies over and above just home.

Design & Copywriting.

3 Business and Commercial insurance brochure

islands rebrand corporate literature USP brochure part 1

Copy: intro on cover

Whatever business you’re in, you’ll know better than most that the very nature of business inherently involves risk. Without risk there can be no reward.

At islands we help you mitigate those risks. As you’ll see inside this guide, our policies for businesses are so extensive we think you’ll find something to cover you whatever your line is.

Copy: intro spread

The one thing you can be certain of is to expect the unexpected. Quite where, how, why & from whom trouble will come rarely reveals itself until it’s too late.

That’s why at islands when you take out a commercial policy you’ll find we’ve got a 24 hour a day Helpline as when something goes wrong – speed is of the essence.

That’s where our knowledge is key and why our service is about so much more than just providing cover for you.

Design & Copywriting.

4 Marine Insurance brochure

islands rebrand corporate literature USP brochure part 1

Copy: intro on cover

The sea defines us both as islands and through our history with it. So we understand, better than most, its importance and its risks.

We also recognise it’s a deadly serious place – not to be taken lightly, and that’s why our marine policies span everything from sailing and recreational cover to fishing vessels, marine traders and even goods in transit.

Copy: intro spread

Whether you make your livelihood from the sea or simply enjoy being in, around or on top of it we’ve got marine policies to cover you.

Cover like: protection for your hull, mast, spars and sails or cover meaning no excess will apply whilst you’re moored in the marina.

That’s because at islands our knowledge of the local waters helps us navigate the best policies for you.

Design & Copywriting.

5 Motor Insurance brochure

islands rebrand corporate literature USP brochure part 1

Copy: intro on cover

Here at islands we’re particularly proud of our motor policies.

We feel we provide the most comprehensive set of cover for anything with wheels.

Inside, you’ll see that if it moves, we cover it. Not only that, we’re the only insurer to provide homestart & breakdown cover as well as full Europe-wide cover, so you can go on holiday safe in the knowledge we’ll get you home.

Copy: intro spread

It’s not by accident that islands’ is the number one motor insurance provider in the Channel Islands. Our policies are packed with fantastic features.

For instance, did you know you get HomeStart and Europe-wide breakdown cover as standard? Or that all of our approved repairers provide courtesy cars.

Take a look inside at cover which is second to none.

Matt is a top-draw Designer and Art Director that makes a great step-in addition to our team whenever we call upon his services. With a depth of experience and distinctive style, Matt is happy to assume any level of responsibility and creatively he ‘comes up with the goods’ on demand.
MARTYN AUBERT Creative Director – The Idea Works
On a more personal note Matt is a genuinely nice guy and pleasure to work with, be that as part of a the design team mix or in full control of a challenging creative project.
MARTYN AUBERT Creative Director – The Idea Works