Audit / Architecture / Brand platform / Naming / Logo creation and visual system / Corporate identity documentation / Brand training / Internal communications
When three established insurance companies merge, questions arise. Which of these brands should retire? Should a new brand – or brands – be created? How do we manage the different needs of conventional and takaful? And align three distinctive cultures to embrace the same vision? An extensive brand programme provided answers. Several phases of work later, Etiqa was introduced to the Malaysian skyline.