Allianz Assistance branding & website design

It was decided that Allianz Assistance UK needed a brand refresh. Allianz is not a well known direct insurance brand in the UK. With the target of increasing our direct travel Insurance business we wanted to give the Allianz Assistance brand a refresh and give it some much needed energy to make an impact in the market. The previous branding lacked the instant brand recognition it should have. 
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The challenge was that we had to keep in line with the wider Allianz group branding, but being creative on how we can freshen up the look, feel and messaging.

To develop a new brand proposition and tone of voice we worked with an agency to find out what people's thoughts and impressions about Insurance, our brand name and proposed straplines were. We were quickly able to piece together insight on how an assistance company can be perceived as being more approachable than an Insurance company. 
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In addition to the customer insight research, we carried out competitor analysis and mocked up various ideas of how the branding could look to help shape the direction of the new branding.

Together with the wider marketing team we looked at the tone of voice, imagery and creative structure using the information gathered from the agency.

Our main takeaway from the research for the creative was that the viewer needed to know immediately who the communication was coming from, as before on first glance it wasn't obvious. To combat this we created our 'hook' which was to have the 'Allianz Eagle' integrated in the imagery softly, supported by the strapline 'Always there'.

As with all rebrands this also required redesigning the website experience, to keep the brand image and messaging consistent.

Below are some examples of the website designs I created. These were created using the Allianz Partners global design system, component library and atomic library. I paid particular attention to the new branding, accessibility design and the user experience (UX/UI), creating an easy to use website for the customer. After the designs were signed off I rolled these out using the AEM CMS.

A/B testing was undertaken for things like; button colour, button CTA copy, seasonal hero banners, level of cover positioning.
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Here is a link to the live site: www.allianz-assistance.co.uk