Challenge
MS Reinsurance is a global treaty reinsurer. A wholly owned subsidiary of Mitsui Sumitomo Insurance Company and part of the industry-leading insurance group MS&AD, their vision is to be a trusted and reliable risk partner. Previously known as MS Amlin, MS Reinsurance needed a new brand to not only differentiate from other reinsurers but also elevate awareness about the name change.
Insight
Through our discovery process, we found that not only does MS Re have market-leading expertise, they also have a dynamic and agile team. This comes to life in the way that they embrace change, keeping pace with the changing reinsurance industry and working with momentum to anticipate clients’ needs. They also bring a client-centric approach. Clients see them as a consistent partner who keeps their word and is easy to work with.
Solution
With this in mind, we created a messaging platform that communicates their dynamic expertise, reliable partnership and ease of doing business. These messages were supported with a brand personality, the Steadfast Advocate, further emphasizing MS Re’s reliability and empathetic yet frank way of working with clients. This personality comes to life in a visual identity inspired by the sun and its constancy, symbolizing the team’s consistent commitment to being a steadfast partner and enabling client growth. With graphic language derived from the sun and real team photography, the brand feels warm and energetic yet sophisticated, and is brought to life across key client communications, from presentation decks to conference brochures.
