A parent company of various commercial insurance and reinsurance businesses for over 25 years. Headquartered in Ireland, they have a history of unsticking the stuck of finding a way to cover risks at times when others haven’t been able to. Their audience is everyone from brokers to CEOs of large firms.
XL had a new strategy: “To unleash the world’s capacity to advance.” It was time to reinvent themselves, and reinvent (re)insurance. The big challenge was to change the way people see insurance: to show the world that insurance matters, and that XL is at the front of progress. Visually, the insurance landscape is awash with blue and burgundy—XL needs to stand out from the crowd and still be taken seriously.
“Make your world go” was the idea at the center of this rebrand, because nothing happens without insurance. Ships don’t sail, cures aren’t found, buildings aren’t built, and films aren’t made, but no one was telling this story. While everyone else was talking about risk, we decided to talk about progress. We focused on making everything bold, pure, and cool. The new logo and identity position XL as a company not just ready for change, but leading the way. We gave them a bright, bold, and agile brand to echo their superpowers: the perfect mix of analysis and imagination.