Bravas

The Ask:

When two leading premium insurance funders, Arteva Funding and Hunter Insurance, joined forces, a new parent company was formed to act as the group lead.

While Arteva and Hunter would continue to operate directly with insurance brokers, the new parent company would provide centralised corporate support, improving processes and providing a strong employer brand. 

A new identity, including name and logo, was required that could become a unifying brand, while maintaining the links to Arteva and Hunter.

What we did:

Working closely with the principals of each company, we developed a detailed brief to identify the positioning of the new brand, the aspects of the existing brands that were to be bought forward.

We then worked through a number of name options, creating a shortlist from which the final name was chosen.

The next stage was to develop the creative. A good brief was developed around preferred colours, look and feel, taking into consideration the style for both of the heritage brands which would use the parent company in lock-up.

Four options were developed with the final two shortlisted and voted on by the internal teams.

The Result:

The name Bravas hits the mark for the required brief in that it is ‘strong, transformative, reliable and innovative.’ As the plural of Brava, it also suggests companies coming together for success, as has Arteva and Hunter.

The final choice of logo incorporates colours that complement the heritage brands. The design also suggests strength and reliability, while with the flow of the letter indicative of Brava’s transformative and forward focus.

The process, which included good collaboration with the business leaders, and also more widely internally, ensured strong support for the new name Bravas, its meaning, and its distinguished look and feel.