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An insurance broker trading since 2014, with a client book built on relationships. The brand had to show that without slipping into the cold, corporate look of the sector.
Carisma has a stated mission: security, trust and financial protection, through ethical broking. The values that guide it are client focus, ethics, resilience, results and innovation.
None of that showed in the old brand. What showed was the sector.
The symbol brings together the idea of a shield — protection — and a figure that welcomes. It is the link between what insurance does and the way Carisma treats the people who take it out.
The blue keeps the read of the sector, which is useful here; the gold takes away its coldness and gives it worth. The two colours in a gradient form the visual signature of the symbol.
We defined patterns and templates so the brand stays consistent in the office window, on documents and on social — which is where the sector usually loses its coherence.
An insurance symbol gets applied everywhere: documents, shop window, social, email. We defined the versions before anyone had to improvise one.
Four approved versions for the backgrounds the brand meets day to day.
Two patterns — one discreet, one bold — for backgrounds and materials.
From the business card to the social post, with no improvised versions along the way.
Staying in blue was a decision, not a lack of nerve: in a sector built on trust, straying too far costs more than it gains. The difference is made in the gold and in the symbol.
Thirty minutes about what you sell and how you measure. If we are not the right choice, we will tell you straight away.
