Start-up company The Military Group is a specialist Armed Forces insurance provider that scrutinises the market to find bespoke insurance products that fit their customers’ needs and economic possibilities.
As a comprehensive provider for military personnel they offer life insurance, military kit insurance, free mortgage advice, legal advice, personal accident cover and will-writing services for individuals, as well as partnering Combat Stress, the UK’s leading charity for veterans’ mental health. The group’s specialist expertise is crucial as members of the Armed Forces can have restrictions placed on their insurance or premium increases due to the nature of their job.
As a new provider with limited in-house marketing capacity, The Military Group engaged Jazzbones to develop distinctive branding and to design a mobile responsive website with an easy to use Content Management System that positions them clearly as the go-to providers in their field.
Our aim was to create a brand identity and logo design that reflects the nature of a business that protects the people who protect our country. The logo fuses a classic shield emblem with a crown; a regal theme that the client was keen to feature.
From this starting point we played with rich tones using a partial Union flag and an additional regal gold. These rich primary tones work well in harmony and pull the brand together nicely. As for the website, we kept it bright, friendly and clear to navigate, displaying all The Military Group’s diverse insurance products in their own sections. To add to the military feel of the site, our copywriters delivered ‘rallying call’ straplines that have a dual insurance/military connotations like: “We’ve Got You Covered”, and “We’re In This Together”.