MSL first approached us for a new website and brand, but after a once-over of their business, we realised we could help them much more than that. We challenged them about their objectives and positioning, and instead embarked on deep 360-degree research and delivering an organisation changing piece of values-based branding.
MSL are an interesting entity in the world of insurers. They’re part of an independent collection of companies which enables them to offer everything from writing policies through to advice and claims assistance. This unique structure delivers real benefits for the group, however it was this very structure which was hard to understand from a customer’s perspective.
MSL were having trouble with the way their vast array of products was being presented. And our research confirmed that their offering was a little muddled. After seeing us win Business of the Year at the Stockport Business Awards, they approached us to help present their products in a more accessible way… we challenged them to go even further.
Our research findings really opened the MSL leadership team’s eyes. Much of the feedback showed that people were confused about what the company could offer them. In balance however there were brilliant, complimentary insights; In fact, our new brand proposition came from a glowing piece of customer feedback: “MSL really have my back.”
Using this line as the foundation for their new brand, we aligned them with the values DRIVE and FURTHER, which the client liked so much they even created an overarching master brand called Drive/Further. After that, we created a modern logo based on an abstract ‘M’ featuring directional, motivational designs, and developed an entire website using clean, modern style. All ensuring that MSL had a clear and simple UX, which ensured their comprehensive product offer was straightforward to access and understand.
“Trust really helped us understand the perception of MSL. From this they created a new brand which is driven, forward-thinking and takes us right into the modern age.”Sarah Wilton
Marketing Manager, MSL