Offering financial and insurance services to families in Australia, this Sydney company asked Percept to design their corporate identity package, logo, stationery and website.
Wanting to steer away from a cold and corporate image which is common in the finance and insurance industries, My Family Matters focuses on life insurance for families and we felt that the best strategy was to create a brand image that was emotionally engaging.
Percept created a corporate identity system begining with a logo design and then rolled this out to their corporate stationery package and '.
With a target audience of working families at the younger end of the spectrum, we believed that a more emotive design would suit their positioning and we felt that a bird would be a good representative of the target's nesting mentality.
A contemporary colour palette combined with the way the bird interacts with the type speaks with the brand savvy target demographic and indicates that My Family Matters is a forward thinking company with their best interests at heart. The modern design of their stationery package helps communicate these same messages.
Their corporate website design was intended to not appear too corporate at all. Whilst we made sure they were perceived as an extremely professional company, care was taken to soften the site with use of topical imagery, quirky design details and interactive animation. All these things combine to make the brand an approachable one, considering the emotional sensitivity that goes with the business of selling life insurance to young families.
