The brands of tomorrow
Working with CPP in the emerging international life assistance market to help achieve its ambitions by creating a definitive business space and a cohesive global brand to get closer to its customers.
Crystallising CPP’s inventive new strategy into a core and unifying idea ‘Responding to Life’, acting as a golden thread for all through-the-line communications.
A core objective was to create a whole new brand and a way of communicating with customers. This involved a warm, inspirational tone of voice to make a complex area easy to understand. Clarity, simplicity and communication were integral to the new approach.
Original reportage photography that captured real life as it happens around the world to support that CPP products are relevant to everyone, everyday.
The brand unified CPP’s activities in 9 countries with localised communications in each. It became recognised as the global leader in life assistance projecting a coherent brand image.