The Design Strategy
Identity had a strategic role to play in establishing MIG’s new brand position. It needed to look ‘buyer friendly’ and send a clear message that MIG was unlike any other insurance brokers.
By creating a brand story for MIG that imagines “a world where insurance is bought, not sold,” we knew the brand identity needed to fully illustrate that idea.
MIG has always been a “blue” company. We wanted to build off of this brand colour and make it more clean, friendly, and inviting. We expanded their range of blues to incorporate a medium blue (MIG Cobalt) and a light blue (MIG Sky Blue).
In order to support MIG’s complete visual language, an extensive supplementary palette was developed. The supplementary collection was made up of a colour wheel with 12 base colours including three tints and three shades for each. This added up to a total of 84 colours.
We gave the colours a numeric system where 400 represents the base colour, and 100 and 700 represent the lightest and darkest respectively. This aids in the identification and classification process.
This palette was then extended further to include 13 skin tones and 14 cool and warm grays each. This gave us 125 unique colours to help bring MIG’s brand-world to life.
Each colour was derived from Pantone’s bridge series to ensure consistency across all print and digital channels.