QBE | Rebrand

I was brought on by QBE to assist with their rebrand. QBE are insurance underwriters within business sectors whilst also having a consumer line in Australia. QBE have a long standing history and reputation within the insurance sector, however, the brand had become disjointed and diluted. As part of the branding team, I was tasked with developing a brand language that would be able to bring all of their lines together, whilst remaining distinct, global and flexible enough to be professional for the business lines and welcoming for the consumer lines. Part of this included looking at their current colour palette and develop colour pairings that would be both sophisticated and modern. These were further developed into two sets - one with both primary and secondary colours present and another with using just secondary colours. Finally, strict ratios were implemented to make sure balance would always be maintained.

Another part of the rebrand was the development of bespoke patterns that could be used as textural backgrounds and sophisticated link to the specific business lines - such as commercial property. These patterns took on different dimensions depending on whether they were used as single colour textural patterns or with colours that represent a specific business line, such as, Major Loss.

These colours pairings, matched with the bespoke patterns, updated photography tone of voice, typographic rules and refined print techniques resulted in a beautiful, refined yet modern rebrand and collection of business assets.