in the media
What have we been up to
10th August 2007
The Future's Green
A new car insurance provider has been launched to drive motorists towards a greener future.
The Green Insurance Company aims to make it easy to be green by offering environmentally friendly car insurance without charging more for the privilege.
And the Lanarkshire-based firm has joined forces with a leading Glasgow design agency to bring the brand to life.
999 Design - which has offices in London, Manchester and Glasgow – was appointed as the lead creative agency tasked with brand creation and implementation for the car insurer.
After establishing the brand values and core proposition, 999 spent five months working on the company logo, key messaging and tone of voice, a 3D animated character and its environment plus a comprehensive set of brand guidelines.
The agency has also launched the brand across multiple communication channels including advertising, website, direct marketing and viral in addition to all supporting product and policy documents.
Andrew McMillan, managing director of The Green Insurance Company, said:“We wanted to bring an element of fun to the ‘green scene.’
“Our research has told us that too many people see being green as difficult, well we want to change that.
“999 has developed a style that I believe suits our brand values and now it is getting on with the job of letting people know that we have something different to offer.”
Gavin Clark, Managing Director of 999design in Glasgow, said: “To be involved in developing an innovative brand such as this from the outset is highly motivating and rewarding for any creative agency and is a role which 999 thrives on.
“Alongside our client we were able to use our wealth of creative expertise to successfully launch and roll out this unique brand.”
“Given the plethora of environmental messages already out there, we wanted to take a different approach which would communicate to people how they can be greener in their everyday lives in a fun, engaging and accessible way, without demeaning the seriousness of the issue.”
“From the energy, passion and clear thinking of 999, we now look forward to building the brand through our strengthened relationship with The Green Insurance Company.”
Committed to a policy of reduce, recycle and reuse, The Green Insurance Company will offset 100 per cent of your vehicle’s carbon emissions at no extra cost and has pledged to invest five percent of its annual profits into sustainable environmental projects.
The competitive provider also promises discounts for low-emissions, and will offer reconditioned car parts where available and will recycle most of your car if it is written-off.