06/02/2024
Lloyd’s of London was a pivotal project for Springpoint Limited in so much as it illustrates how we saw challenges as opportunities in disguise which could deliver bigger ideas.
Some projects can be harder than others. Inspiration may be elusive, or challenges can pop-up throughout the process.
Lloyd’s of London was an unusual client in that they had a history so rich that inspiration could be found everywhere. In fact, there was so much it became a challenge in of itself.
In 1996 Lloyd’s of London asked us to help them improve brand reputation. It had taken a serious hit following a number of insurance disasters, accruing losses totalling £8 Billion between 1988 and 1992. It is estimated each “Lloyd’s Name” (those who ‘underwrote’ the insurance) lost an average of £287,000. Many of the names were non-institutional investors.
Our goal was to create a new brand strategy and identity to revitalise Lloyd’s reputation. With a focus on trust, we had to promote the Lloyd’s brand as a contemporary insurance market built on unshakeable foundations.
The Lloyd’s project team consisted of: Fiona Gilmore, Mark Pearce, Gary Broadbent, Dennis Furniss, Laurence Lassalle, Pat Perchal, Oonagh Connolly and Kathy Miller. And not forgetting our client: Sir David Rowland.
If anyone is missing please message below.
For the full case history and story visit:
https://www.propella.agency/views/project-archives-lloyds-of-london
Springpoint Limited Lloyd's Propella Dennis Furniss Laurence Lassalle Gary Broadbent
