MSIG Specialty Marine
Brand Strategy, Brand Design, Art direction, ConceptBrand refresh of MSIG Specialty Marine, a global insurer specialising in marine cargo and transportation risk. The assignment was to evolve the brand into a more premium and contemporary identity – one that reflects MSIG’s position as a trusted market leader.
At the core of the strategy was a simple idea: MSIG brings clarity, structure and protection to unpredictable environments.
Visual Strategy – Layers of Risk & Protection
The visual identity is built around contrast. A system of two opposing yet connected layers, representing the tension between uncertainty and control.
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In the visual strategy we seek to work with contrast in every visual. A language of layers to the brand. 2 contrasting layers overlaid on one and other, each representing opposing brand qualities.
Together, the base layer and top layer form a cohesive system – calm, purposeful, and connected.
BASE LAYER - What’s below
This layer forms the background. This layer is fluid and dynamic. It shows a world of uncertainty and adventure. A world MSIG Specialty marine is fully equipt to navigate.
TOP LAYER - What’s above
This layer forms a graphical overlay. It is structuredand stable, holding key information. It speaks of heritage and expertise. It may represent control, the safe cargo/ commodities MSIG Specialty Marine works to protect.
COMBINED LAYERS - As below so above
Together these layers form a rich visual language. Where tradition and modernity/ unpredictability and safety exist in harmony. The base layer responds to the top layer – like a vessel cutting through waves.
Global refresh
