Barerock Insurance are transforming the insurance market through technology. Barerock approached Shout with a new business model for providing Professional Indemnity Insurance cover for practising independent financial advisors (IFAs), and tasked us with creating a brand strategy and identity for their exciting new business venture.
Through our Brand ‘Discovery’ Workshop we identified Barerock as a 'disruptor' brand. The challenge for our team was to create a branding strategy that would focus on Barerock's innovative and progressive use of technology, and to create a 'challenger brand' identity that would ensure Barerock could stand out in a crowded market.
We first needed to unearth a powerful brand name that would symbolise the multiple layers of solutions being offered to the business's client base. We suggested 'bare rock’, a large mineral fragment comprised of layers, which for us perfectly encapsulates the notion of a 'multi layered' approach to client solutions. From here we focused on a fresh logo design and brand identity system to capture and express the ethos of Barerock. We created a custom rock-like, square slab serif typeface to tie in with the brand name and utilised a restrained colour palette. The angular, pared down branding is modern and powerful – perfect for a business intent on holding its own in the insurance market.