LV= had just rebranded and had ambitious growth plans.
They wanted to be the fifth biggest car insurer in the UK within five years.
In a cold, negative, dry, price-driven market, we saw the opportunity to inject some positive emotion into the communications.
Wouldn’t it be nice to be positive and to talk about love instead?
We came up with the brand idea ‘Look After What You Love In Life’ and developed the green heart icon.
A new identity and look and feel that would run across all communications from TV and outdoor to banners, press and DM.