Tryg
- Client Tryg
- Project Corporate Identity, Branding, Art Direction
- Year 2010
Tryg – Truly Nordic
Merging organizational identities and operating across countries challenges the strategic branding of organizations. Furthermore supplying customers with safety calls for a brand identity and a
visual universe that authentically supports this exactly.
During 2009 and 2010 e-Types has worked with Tryg on a re-launch of the Tryg brand, aimed at strengthening the company's position - today the second-largest general insurer in the Nordic region with activities in Denmark, Norway, Finland, and Sweden.
During 2009 and 2010 e-Types has worked with Tryg on a re-launch of the Tryg brand, aimed at strengthening the company's position - today the second-largest general insurer in the Nordic region with activities in Denmark, Norway, Finland, and Sweden.
With 4300 employees across the four Nordic countries, e-Types was tasked with changing the different national company profiles and cultures into one consistent, powerful Nordic Brand.
For the new visual identity two important icons have merged - the name Tryg, which means "SAFE" in Danish and the lifebuoy - originally used in the Norwegian logo as a symbol of safety. The merger consolidates Tryg's ownership of the position as the leading safety provider in the Nordic region.
"With our new creative universe we want to take ownership of our position as the leading provider of peace of mind in the Nordic countries and generate a greater awareness of the positive energy that peace of mind provides," says Tryg's Chief Marketing Officer Christian Bjerring.
One of the greatest challenges has been to create a new visual identity that all 4300 employees and the thousands of Tryg customers can identify with, and at the same time moving the company's communication from using worries as a lynchpin in their communication strategy to a new and more positive position.
"With our new campaign we can create a shared Nordic way to communicate where we let go of worries and focus on all the positive that you can create when you achieve peace of mind - allowing you to be at your best.
We are moving from a passive form of peace of mind to an active form where peace of mind is synonymous with being able to make a difference - both for yourself and for others", says Tryg's Chief Marketing Officer Christian Bjerring.
Simply Nordic
The transformation process involved a new common Nordic name and payoff backed up by a new and comprehensive visual identity spanning everything from print to digital media, with simplicity and functionality at its very core.
"When we started working with Tryg they had different design systems across all four Nordic countries with countless variations. Now we have one. This shows our focus on simplifying - you don't feel safe if things are overtly complicated. If you want to unite all the Nordic divisions into one powerful brand, your design concept needs to be simple and sturdy enough to allow it to survive and stay recognizable in the thousand of hands that will work with it over different boarders and cultures. We believe that e-Types have created a design system that will set Tryg free and - in their own words - create peace of mind in their communication and marketing," says Mari Lea Randsborg, Operations Director at e-Types.
For the new visual identity two important icons have merged - the name Tryg, which means "SAFE" in Danish and the lifebuoy - originally used in the Norwegian logo as a symbol of safety. The merger consolidates Tryg's ownership of the position as the leading safety provider in the Nordic region.
"With our new creative universe we want to take ownership of our position as the leading provider of peace of mind in the Nordic countries and generate a greater awareness of the positive energy that peace of mind provides," says Tryg's Chief Marketing Officer Christian Bjerring.
One of the greatest challenges has been to create a new visual identity that all 4300 employees and the thousands of Tryg customers can identify with, and at the same time moving the company's communication from using worries as a lynchpin in their communication strategy to a new and more positive position.
"With our new campaign we can create a shared Nordic way to communicate where we let go of worries and focus on all the positive that you can create when you achieve peace of mind - allowing you to be at your best.
We are moving from a passive form of peace of mind to an active form where peace of mind is synonymous with being able to make a difference - both for yourself and for others", says Tryg's Chief Marketing Officer Christian Bjerring.
Simply Nordic
The transformation process involved a new common Nordic name and payoff backed up by a new and comprehensive visual identity spanning everything from print to digital media, with simplicity and functionality at its very core.
"When we started working with Tryg they had different design systems across all four Nordic countries with countless variations. Now we have one. This shows our focus on simplifying - you don't feel safe if things are overtly complicated. If you want to unite all the Nordic divisions into one powerful brand, your design concept needs to be simple and sturdy enough to allow it to survive and stay recognizable in the thousand of hands that will work with it over different boarders and cultures. We believe that e-Types have created a design system that will set Tryg free and - in their own words - create peace of mind in their communication and marketing," says Mari Lea Randsborg, Operations Director at e-Types.
