Steadfast

A smart makeover for two luxury insurance brands

THE BRIEF

Two new refreshed identities for luxury insurance brands, Dawes and Mansions, to meet the expectations of their high-net-worth clients.

With a deep legacy in their respective markets, Dawes Motor Insurance and Mansions of Australia, found themselves at a pivotal moment in their brand history – both looking to meet the changing expectations of their high-net-worth clients, with a fresh take on each brand.

Dawes, known for its expertise in specialty and luxury vehicle insurance, needed to rekindle its connection with a passionate community of auto enthusiasts; while Mansions was the go-to provider for high-net-worth individuals seeking comprehensive home and contents protection.

Together, the brands embarked on a journey to contemporise their identities for a new era of growth and market resilience.

Services Provided

Brand Research & Consumer Insights, Brand Strategy & Identity, Websites

Through a series of collaborative workshops, Dawes and Mansions each uncovered distinct identities that would guide their evolution.

These insights became the foundation for each brand’s new positioning. For Dawes, the identity crystallised around the theme “Experience that Inspires.”

This would become a rallying cry, a reminder that Dawes was more than an insurance provider; it was a brand as passionate about specialty vehicles as its clients were.

For Mansions, “Reassurance, Realised” emerged as a promise to clients, emphasising not only safety and reliability but also a deep understanding of what truly matters to those they serve. This approach reflected a quiet confidence, blending Mansions’ expertise with an unwavering dedication to client wellbeing.

With the vision in place, we began the process of transforming these insights into tangible brand expressions; and a distinct tone of voice was crafted for each brand, giving life to their unique personalities.

Fuller then designed a number of go to market assets for Dawes and Mansions, including two clean, functional website designs for both brands – which were rolled out externally.

The design journey was equally intentional, with the visual identities of each brand developed to connect, while also showcasing the unique traits of each.

The result was two unified visual identities that honoured the individuality of each brand while establishing a cohesive aesthetic across both. This encompassed complementary colour palettes, typography, and photography styles, all thoughtfully chosen to evoke the personality of each brand and resonate with each brands’ specific audiences.

This work was originally produced by BrandMatters, an expert brand strategy, research and insights agency, which was acquired by Fuller in 2023. Find out more.