Situation
Suramericana is a diversified group of companies that is involved in many sectors of the economy. The Group’s main focus is insurance, social security and financial services The diversified brand portfolio prevented the company from taking advantage of synergies among businesses and fragmented its image in the market.
Solution
Suramericana repositioned its brand as an integrated insurance and social security company. MARQAS recommended the elimination of the different business units’ brands, as well as product and service brands. We also recommended a corporate brand identity change and the creation of a second brand “Sura” for all the product line. The corporate brand is a reinterpretation of the condor symbol previously used by the company. Both brands use the same typography and use the same visual system. The way in which the visual an nomenclature systems are applied is very versatile and original in the insurance sector because it allows for the unification of communications at the corporate level and for the differentiation of the different business units at the retail level.
Results
Through a more effective and dynamic image that projects its leadership, Suramericana is poised to face new challenges in the region.
Suramericana | Insurance
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