Launching a New Brand in the Complex World of Cyber Insurance

Posted by Butchershop on 3.20.18


Launching a New Brand in the Complex World of Cyber Insurance

If news headlines are anything to go by, the connected world we live in is a pretty scary place. ‘This cyber attack happened when that company was hacked, and they lost everything’ (Equifax, anyone?). Our exposure to digital risk is increasing, and it’s not going away. It’s enough to make any business owner want to throw their connected tech into the San Francisco Bay. However, with the right systems and safeguards in place, the technology of today has the power to build a brighter tomorrow. That’s why At-Bay — a cyber insurance products and services provider, formerly known as CyberJack — exists. To build a brand that reflected their vision of the future, they tapped Butchershop.

The At-Bay team knows cyber insurance better than anybody. With years of experience, they assess and price risk more accurately than their competitors, while also actively monitoring their clients’ risk and working with them to control it. However, cyber insurance is a complex and evolving category; new threats emerge on a daily basis and technology is superseded by more technology. While businesses know they need cyber insurance, they don’t necessarily know where to start or what the best policy for their risk looks like. For prospective customers, getting a grasp on the industry, let alone becoming experts, is a challenge. So, we needed to create a brand that reflected At-Bay’s expertise and the benefits of their products without adding more confusion and uncertainty to the mix.

It wasn’t just At-Bay’s clients that needed to better understand cyber insurance; it was a new category for Butchershop, so Discovery was critical to building their brand. Through interviews with various stakeholders, we identified our strategic insight: brokers and their clients want clarity in the complex world of cyber, and the confidence to make the right choices.

At-Bay’s closest competitors were polarized in the way they were positioned; either technical and distant or too light-hearted for the seriousness of the industry. We saw an opportunity to position At-Bay as the approachable specialist — both reassuring and supportive — with the credentials and know-how to give their customers peace of mind. They are the experts for an unpredictable world.

Using this as our strategic idea, we set about building a brand that was differentiated and bold. We took inspiration from visual features of the Internet, using a color palette based on HTML text and symbols synonymous with the online world.

We applied the new identity to all touchpoints, from business cards to a new website and an interactive sample policy page which explains complex cyber insurance terminology in language brokers and clients can actually understand.

To make cyber insurance less daunting, we articulated their story and offering in an approachable way, balancing a clever warmth with keen professionalism.

Finally, we changed the name of the company from CyberJack to At-Bay, a name that establishes the mission for the company: keep people’s fear of technology at bay, remove limitations, and give them freedom to innovate, succeed and get ahead.

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