LV=Tumbleweed

A big, big launch, and a new name, and logo to boot.  Liverpool Victoria were a company in crisis Despite being in business for over 100 years, unprompted awareness hovered around zero.  And they were only making sales by drastically undercutting the market.  Massive losses were adding up.  Oops.

So, we rename it LV, make the “V” a heart shape, and use the big green heart icon to brand the idea that people want to insure the things they “LV”.

Within 4 years, they are in the top 3, they are in profit, and they are in possession of an IPA Effectiveness Award.  Lovely.


Direct Line – Rooftop Protest

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