In 2002, HBOS merged its asset management arms. Clerical Medical Investment Management, Equitable Life’s investment division and Halifax Fund Management came together to form Insight Investment. The rebrand was carried out by The Partners (now Superunion). I wrote the internal brand communications for the launch, and the first suite of customer-facing collateral, all of which needed to set a new path with its tone.
What we did
Make it simple, fresh, natural and approachable. Human and real, not banky. And to their credit (no pun intended), they went so much further than so many banks seem prepared to.
What happened next
Insight launched with £60bn under investment. They now have over £660bn under investment. I wrote an update on the internal brand message, around the concept of “Inspired thinking”, some years later with Kino Design (see below). 18 years later, they’re still using the same logo. Something worked.