Britam Connect

Challenge

Britam set up a microinsurance subsidiary to serve people who have never bought insurance. It had to grow into a new market without diluting the premium brand. The job was to explain the value of insurance to people who don't think it is for them.

Thinking

The work followed the brand persona exercise. Britam's established side is "Brian": executive and stable. The new unit is "Brianna": casual, engaging and simple. Research found the audience carries invisible burdens alone, so the big idea became "Your burden is not yours to bear. It's ours."

Execution

From a first list of 150 names, 50 were shortlisted and 5 researched in a peri-urban study. Britam Connect was chosen over Britam Mwananchi and Britam Plus. The logo keeps the Britam architecture but softens its geometry, with a secondary "circle of life" device. Naweeri then built brand guidelines, the line "Nina amani, Britam iko nami", key visuals, a social campaign and an intro film storyboard.

Outcome

Outcome: [needs Richard]. The 2025 strategy deck says Phase 2 was "launch and brand rollout" and plans Phase 3, which suggests the brand launched.