CASE STUDY – Markel Rebranding
How to transform a company three times and keep the values fresh, modern and memorable.
We started working with Max in 2000, when it was just a start up company with a four man team. It quickly grew in the Bermuda market, and evolved its business profile and expanded its products and services, and renamed itself MaxRe.
With MaxRe, we established a bold sophisticated look, starting with an iconic logo and typeface. We designed and produced all stationery, annual reports, product offerings & service brochures and power point templates, all working in harmony with their website.
The company continued to grow into a global company and then planned to merge with another local company, Harbour Point. Not only was it decided that a brand new name was needed, but it was needed in 90 days.
Alterra was formed.
Alterra, means “high ground” and our recommended name had a huge part to play in setting the overall company tone, image and delivery to the public for this merger. A full AAC Saatchi & Saatchi team effort was employed to create a new logo and brand mark. This exercise consisted of: building 28 stationery suites for all principal offices, electronic templates, business card templates and coordinated printing in each office location, and master signage brand templates for all global offices. We created master PowerPoint templates, product profile sheets, building signage and corporate gift items and a ‘Welcome to Alterra’ gift package for all global staff to open on the day of the final merger agreement.
The logo design and unique arrow pattern was carried through to coffee china and used in all 28 offices. In addition, the design was applied to large format banner graphics and signage in London, Ireland and Latin America for key events, and used locally for client events such as the World Rugby Classic and PGA Golf.
The final evolution, was when the company was purchased by Markel in 2012. We then rebranded all of the offices and support ads, signage and collateral following the Markel brand guidelines. We set a master guideline and produced all signage, international ads, event material support, product line profile sheets, banner bugs, posters and office mugs and gift lines.
At the same time we created two new websites for MarkelRe and Markel Global, with complete design and a custom built. We combined seven original websites into one master site, in which AAC Saatchi & Saatchi built all back end and posted all content and graphics.
We took the lead in managing a planned media launch of all newly created messaging of the new company across all international trade media and local press, supported by a fresh new series of ads and web banners for international business sites.