Formed in 2024, with a modern, tech-driven vision, Tide Insurance are redefining what the yachting world can expect from an MGA. Quotes flow into the hands of brokers in minutes, not days. Knowledge flows to clients via transparent policies. Outcomes flow smoothly thanks to best-in-class claims handling and adjustment. Everything flows with Tide.
THE CHALLENGE
The founders of Tide Insurance had the knowledge and expertise; however they required creative support to position the company creatively within this evolving specialist sector. Market research highlighted a trend towards a new generation of millennial superyacht owner, driving a change in owner culture and desire. The company had been built around technology and a proactive, customer-driven service, targeting a younger audience, but they needed clarity regarding their brand narrative and proposition. Supporting this they required a bold, confident visual identity that bridged the gap between traditional and new age; a simple graphic system that can be applied efficiently across both digital and print – a system that would allow them to grow and a look that would complement, not overpower the beauty that surrounds yacht ownership.
Phase one consisted of an extensive brand workshop where we explored brand positioning, customer profiling, competition and potential barriers, and reframing of these barriers’ to form a clear set of brand objectives. Following this we were able to focus on strategy, brand language and voice.
The subsequent creative phase explored a variety of visual identities before settling on a typographic treatment with a supporting tidal graphic, providing that sense of flow. It was important that the identity didn’t feel too static yet felt bold and confident. We were able to expand of the flow graphic to become a key cropping device for graphics and imagery, this ensured communications retained a sense of elegance and flow throughout.
Everything flows with tide
This statement encapsulates the core proposition and sets the platform for Tide. Brand language explored the notion, or lexicon, of “flow”, It allowed us to imbue every message with a “sense of momentum and desire for better”.
WHAT WE DELIVERED
The creation of Tide Insurance was very much a collaborative process therefore our role, beyond core creative, soon became “brand guardians” to ensure consistency across all applications whilst delivering key assets in this infancy stage. We worked with partner individuals and agencies to deliver a customer portal and a website that matched the core vision. Key to this was a comprehensive, interactive brand guideline document, linking to database of brand assets and an image library that could grow with the company.
The company launched in the autumn/winter season of 2024 and we had the pleasure of attending the launch at the Southampton Boat Show. Deliverables for the event included: invitations, merchandise, banners and printed literature.
Behind the scenes, we designed and delivered several customer-facing documents of a legal nature, including policy document, customer statements, summary reports and certificates, often distilling and reframing them to make them user friendly, dynamic and understandable.
As a start-up we approached L&F with a completely blank piece of paper. The initial brand platform work to determine our brand strategy was an incredibly valuable piece of work which crystalised much of the founders’ original thinking in a succinct and coherent way. This paved the way for bringing the brand to life through developing our brand identity and broader brand guidelines, which will perfectly position our brand and products within our target market.
Ian Hoy Founder & Managing Director , Tide Insurance
Recognition
Tom Hadley, Sufu Marketing Still Moving Photography Infinite Focus Photography Lewis David, lewisedward.com
