OMAN INSURANCE COMPANY
Year
2014
Client
Oman Insurance Company (now Sukoon)
Branding
Creative Direction
Multimedia Design
Copywriting
Social Media
THE CHALLENGE
As one of the oldest insurance companies in the UAE, Oman Insurance needed their position in the market to reflect their legacy and success. We were tasked to improving their market share with a focused rebranding of their entire business to define a clear visual style and develop a consistent voice. The only caveat: the logo that was used since inception could not be altered. We would need to retain it and build the brand around it.
Forward Together
This was a great exercise in branding as it illustrated that branding goes beyond the logo. We built the entire brand premise on the tenets of what the company stood for in over 40 years of being in the market whilst keeping its legacy logo. The ‘Forward Together‘ positioning pervaded all communication as part of a lockup with the logo.
A wheel reflected all service lines to denote the idea or always moving forward, always in motion. Moving forward, together.
Elegant stationery designs, including letterheads, business cards, and envelopes, reinforce the company’s newly refined and professional image in every client interaction. This consistency extends to digital platforms and marketing materials, with layouts and design elements inspired by the logo’s pillars and forward symbol, sustaining that momentum. The result is a polished and compelling brand presence that set Oman Insurance Company apart in the insurance industry
With You For Both
With the ‘Forward Together‘ firmly entrenched in the brand ethos and market share rapidly increasing, we were able to expand on the messaging to illustrate how the brand understands its market.
With the ‘Some Things You Plan‘ campaign, we were able to introduce the essence of insurance with brevity, some poignance at times, humour, and relay a distinct understanding of the brand’s market with the underlying subtext of ‘Life will go on, whether you plan it or not, and we will be there.’
This resulted in a brand voice that stood out in an industry where insurance was generally communicated in the same tone with little distinction. And this distinction led to the company winning the prestigious ‘Insurer of the Year‘ at the MENAIR 2020 Awards
THE BRAND LIVES ON
With the brand finally in a strong position as a market leader, the logical next step was to evolve from its roots to rebrand for modern audiences. Our rebranding consolidated the brand to give its history distinct identity and a solid foundation on which the company could grow. The evolution to Sukoon reflected the strength of our brand premise as the company moved forward together with its market. The brand tone and visual style (with a new palette) remained further illustrated how a brand is always more than what meets the eye.
Niv is a multidisciplinary creative director who helps ambitious companies uncover their core “why” and translate it into powerful, cohesive communication reflecting a string identity. Blending high-level strategy with intelligent design systems, he crafts purpose-driven brands that cut through the noise, shape perception, and command true connection in an increasingly automated world.