- New name, logo and advertising campaign signal Colinaís move forward
NASSAU, December 7, 2009 – ColinaImperial Insurance Ltd. today announced that it has retired the name “Imperial” and will now be known as Colina Insurance Limited. Accompanied by a corporate rebranding initiative, including a bold new logo, which heralds the company brand as simply “Colina”, the new name will create better brand recognition and capitalize on the synergies of the entities in the Colina family as they continue to evolve.
“The main thrust of the rebranding exercise is to simplify the Colina brand and demonstrate that we are responsive to the needs of our customers, as well as innovative in our thinking for the future,” said Executive Vice Chairman Emanuel Alexiou.
“The decision to retire “Imperial” was not one that was taken lightly. We recognised that there was more than a century of brand equity stored in the name and it also represented a significant juncture in company history and staff experience. However, the decision was determined by the clear strategy to unify ourselves and our various product offerings under a brand which already resonated with our clients and the public.”
A Foundation for Innovation
Colina will continue to leverage more than 150 years of experience as the country’s largest provider of life and health insurance and financial planning tools, including residential mortgage financing. “In tough economic times, it is vital that the Colina brand remain relevant and poised to capture and retain market share. We must continue to develop products and services to enhance our ability to improve the quality of life enjoyed by our clients and secure the future for them and their families” said Alexiou. “This reassures our existing clients that not only are we surviving this economic downturn, we are thriving and will herald a new vibrancy that will serve to enhance our brand experience.”
Alexiou also points to a new Internet presence in the first half of 2010 focused on online customer service transactions, which he says will meet the needs of a population that has come to expect the ease of access to service providers which online business capabilities provide.
The rebranding initiative coincides with the Company’s impressive results. Colina achieved three quarters of sustained profitability in 2009 despite a global economic recession and a challenging competitive environment.
It also works in tandem with the updates in corporate identity, service quality and customer access offered by sister company, Colina General Insurance Agency, a separate entity operating under the national Colina brand.
In the past 12 months Colina has opened several new offices in New Providence, providing a one-stop shop convenience for insurance and financial planning needs. It was the first insurance company to offer Saturday retail hours for client convenience.
Circle of Confidence
Centred around a new logo called Circle of Confidence, the rebranding effort has injected a sense of freshness and optimsm that encapsulates who we are and the way forward.
- The multiple circles represent the diversity that can be found throughout the Colina organisation and our customer base.
- The cycle of life, which is essentially what Colina’s products and services are covering, is depicted by the large sphere.
- The pattern of circles essentially wrap around the sphere like a protective layer, symbolic of the level of protection Colina offers through its insurance and financial products and services.
- The protective layer of circles is tightly connected, suggesting a strong network and continuity throughout the organisation.
- The intersection of circles is a symbol of life’s journey for our customers. Colina is understanding of the nature of the journey and is empathetic to it. Where the paths cross is the point at which life’s crucial decisions need to be made. This is where they turn to us and it is here is that we respond to meet their needs.
Business as better than usual
The new Colina brand brings an enhanced focus on service quality and innovation to enrich the customer experience, says Alexiou. “There will be no interruption in service and we will continue to improve on the products and customer care that have helped us build our reputation as the largest and most reliable and trusted insurer in the industry.”
A Brand New Brand for the Country’s Largest Life and Health Insurer
NASSAU, December 7, 2009 – ColinaImperial Insurance Ltd. today announced that it has retired the name “Imperial” and will now be known as Colina Insurance Limited. Accompanied by a corporate rebranding initiative, including a bold new logo, which heralds the company brand as simply “Colina”, the new name will create better brand recognition and capitalize on the synergies of the entities in the Colina family as they continue to evolve.
“The main thrust of the rebranding exercise is to simplify the Colina brand and demonstrate that we are responsive to the needs of our customers, as well as innovative in our thinking for the future,” said Executive Vice Chairman Emanuel Alexiou.
“The decision to retire “Imperial” was not one that was taken lightly. We recognised that there was more than a century of brand equity stored in the name and it also represented a significant juncture in company history and staff experience. However, the decision was determined by the clear strategy to unify ourselves and our various product offerings under a brand which already resonated with our clients and the public.”
A Foundation for Innovation
Colina will continue to leverage more than 150 years of experience as the country’s largest provider of life and health insurance and financial planning tools, including residential mortgage financing. “In tough economic times, it is vital that the Colina brand remain relevant and poised to capture and retain market share. We must continue to develop products and services to enhance our ability to improve the quality of life enjoyed by our clients and secure the future for them and their families” said Alexiou. “This reassures our existing clients that not only are we surviving this economic downturn, we are thriving and will herald a new vibrancy that will serve to enhance our brand experience.”
Alexiou also points to a new Internet presence in the first half of 2010 focused on online customer service transactions, which he says will meet the needs of a population that has come to expect the ease of access to service providers which online business capabilities provide.
The rebranding initiative coincides with the Company’s impressive results. Colina achieved three quarters of sustained profitability in 2009 despite a global economic recession and a challenging competitive environment.
It also works in tandem with the updates in corporate identity, service quality and customer access offered by sister company, Colina General Insurance Agency, a separate entity operating under the national Colina brand.
In the past 12 months Colina has opened several new offices in New Providence, providing a one-stop shop convenience for insurance and financial planning needs. It was the first insurance company to offer Saturday retail hours for client convenience.
Circle of Confidence
Centred around a new logo called Circle of Confidence, the rebranding effort has injected a sense of freshness and optimsm that encapsulates who we are and the way forward.
Business as better than usual
The new Colina brand brings an enhanced focus on service quality and innovation to enrich the customer experience, says Alexiou. “There will be no interruption in service and we will continue to improve on the products and customer care that have helped us build our reputation as the largest and most reliable and trusted insurer in the industry.”