Budget Direct brand redirected

Hulsbosch – Communication by Design has created a new brand identity for national general insurance provider, Budget Direct as part of a strategic brand repositioning project. The essence of the new brand positioning is summed up by the tagline – Simply Smarter, which nominates Budget Direct as the smarter insurance option for consumers.

The uncomplicated nature of this concept has been taken through to font, colour palette, iconography and image library to create an immediately engaging and consistent brand, Hans Hulsbosch, executive creative director, notes.

Quantitative and qualitative research conducted by Hulsbosch revealed that a new level of disruption in the brand’s narrative was required to maintain the brand’s high awareness levels and to evolve the Budget Direct brand to a position that could communicate more than just attractive price points.

“We’ve shifted Budget Direct’s positioning from cheap price to price plus. We’re telling our customers that they’re clever to have found us, and this by association also makes the brand smart. It’s the start of a more relevant dialogue with consumers when a brand can offer more than just a price point,” Jonathan Kerr, director marketing and digital, Budget Direct comments.

Hulsbosch adds: “Today, value is the badge of a savvy consumer and certainly in the insurance category people want to feel smart in their purchase decisions. Our creative ‘aliens’ concept on which the TVC was built, created by Liquid Animation, places intelligence at the heart of making sound insurance decisions. The concept redefines the tone of insurance advertising in this country and permits Budget Direct to clearly stand apart in this sector.”

The project is supported by national television and outdoor campaigns, and brand executions will include outdoor, website/digital and marketing collateral.

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