Britam

Challenge

Britam, a financial services group with subsidiaries and country operations, had come through a bruising rebrand. The businesses had drifted apart in how they presented themselves, and a change in leadership meant there was no settled view of what the group stood for.

Thinking

The group first needed to agree on its own identity. The task was to find the shared DNA that already existed across the businesses and countries, and to express it as a single promise that every subsidiary could own. Weeks of strategy work and workshops with leadership and business units led to a promise rooted in long-term relationship: Friends for Life.

Execution

A brand campaign launched the promise to the market. Over the following year Naweeri developed the product and subsidiary launches beneath it and articulated the brand across the group, so that each business could see itself in the whole. The strategy and the system were then handed over to Britam's agency of record.

Outcome

One promise now sits above the group's subsidiaries and markets. It was launched to the market, carried through a year of product and subsidiary communication, and handed to the agency of record to take forward.