W/R/B Underwriting brings together two leading insurance organisations to form an innovative new business, part of W. R. Berkley Corporation. I worked with them to develop a new name and brand identity, right through to delivering the experience across print, web and the corporate headquarters.

It all started with the ‘slash’ – a graphic component to express the three variables in the concept of risk and reward; the best outcome, the worst outcome, and everything in between. It means that the brand can express a point-of-view in a variety of creative and engaging ways.

I also used colour to differentiate the business and add personality. The well-worn colours of foolscap files, manilla envelopes and triple-copy carbon paper, were once enduring essentials in the commercial world. In the context of today’s insurance brands, they are both unusual and bold.

All in all, creative inspiration delivered through thoughtful, intelligent expression of a brave, contemporary business.