INSURANCE BRAND REFRESH: HASTINGS DIRECT

Hastings Direct / RAPP

The Situation

Multiple rounds of creative had been presented to Hastings Direct. The client wasn't satisfied with any of them. The project had stalled and needed a different eye and a different approach before it could move forward.

The Approach

I assessed the existing brand assets and identified what previous rounds had missed: a contrast between the illustrative and the photorealistic within the same visual language. I developed a new design structure using illustration to work alongside,
rather than compete with, the brand's photorealistic elements. This created the tension and freshness the previous rounds had lacked. The solution ran across their full DM suite.

The Outcome

A new brand direction that resolved a stalled creative process, won client approval, and rolled out successfully across Hastings Direct's direct mail programme.