PMI Group
PMI’s insurance products support the mortgage finance system by providing protection to lenders and investors in the event of borrower default. In August 2008, PMI Group sold its Australian mortgage insurance subsidiary to QBE Insurance, Australia’s largest international general insurance and reinsurance group.
Task
Create a brand strategy that aligns and empowers the corporate strategy, enabling the business to grow into new areas. As part of this, engage senior management in the US as well as locally, on the process and subsequently bring the brand to life for internal and external stakeholders.
Approach
We commenced with a deep discovery around the existing corporate strategy and the role of the brand in delivering against that. We then followed with internal and external stakeholder research and workshops to inform the Brand proposition development and to gain management support, which included education and collaboration sessions with the management team.
A visual identity system was then created that brought the new brand to life across the entire range of marketing materials. We also assisted via the creation of brand guidelines, workshops, marketing supplier briefings and implementation and measurement of the new brand.
Result
A new brand strategy that reflected the inherent aspiration within the corporate strategy has set the PMI business up to launch into a new era! The new identity is more contemporary and dynamic reflecting PMIs “New ways of thinking” across all brand touchpoints.
What we've done for them
Consult
Create
Express
