creative concept for Chartis from Ad Once

Well, this is a new brand of the AIG group, dealing with property and personal insurance — Chartis.

From official sources:

New-York – July 27, 2009 — AIU Holdings (AIU Holdings, Inc. and AIU Holdings LLC, collectively “AIU Holdings” or “Company”) international leader in property and personal insurance (except life insurance), announced today about completion of three main stages becoming an independent and self-sufficient company: creation of the special purpose vehicle (SPV) by the American Insurance Group, Inc. (AIG), AIG plans to make their own money in SPV after having obtained appropriate permission from regulatory authorities; Kristian P. Moor was appointed the President and Presiding officer of the Board of the company; creation of the new brand “Chartis”. These stages accelerate integration of the units of the company all over the world and contribute to the further progress of the organization to achieve a complete independence in their activities. Chartis with its headquarters in New-York includes the units of Commercial Insurance, of Foreign General Insurance (property and personal insurance, except life insurance, beyond USA) and Private Client Group. The company, being one the biggest, the most progressive and the most successful insurance companies worldwide, propose an incomparable geographical presence and latitude of productive line both for corporate and private client.

Ad Once creative agency has worked out a new concept of the Chartis brand development (new brand of the AIG units, property and personal insurance) in Russia.

The company’s brandbook was worked out by a creative agency of New-York. Ad Once had to introduce Chartis to Russian consumers. First step was a brand concept with the slogan “Your world, insured”.

Arguments of the Ad Once creative agency:

Chartis is authoritative and significant company, it exists for a long time and has a large geographical coverage of relevance. Therefore we proposed the potential consumer to join the company with a global experience in the insurance sphere. 160 countries. 40 000 000 of insured.

Merging with the sense of the Chartis company name (map) we obtain a strong brand with a sufficient and precise argumentation to its consumption in Russia.

The brandbook assumes a diverse color palette for the brand visualization, therefore we decided to spot a color for each insurance type. In this case it is obvious that the overall message can be only white, because the white color unites all color spectrum.

Concept description (one of 5 proposed):

Visual:

A few images of traditional souvenirs of different countries (where Chartis is presented, including Russia) on white background in the staged composition:

France – Eiffel Tower trinket

Italy, Venice, Spain – mask

India – elephant

Holland – national shoe or tulip

America – the Mickey Mouse toy

Africa – tam-tam

Asia (China, Japan) – fan

Russia – matrioshka

In total: 8 objects, with a clear correspondence on different well known countries.

The number of objects can vary depending on the layout size. Moreover we can a concept in series where every object is a single layout. We can also develop the theme of the photos of the capitals of countries and their cultural and historical values (in annual report or booklet).

Slogan:

Traditions of insurance in over 160 countries and jurisdictions.

Subtext:

(Chartis) serves more than 40 million of clients.

We show that insurance in Chartis is as natural and traditional as the Eiffel Tower is (for France) or matrioshka (for Russia). Insurance with Chartis is granted, native, traditional, which means accepted by lots of generations.