Here for the county. Here for you. For all time.
Brand development for Länsförsäkringar Kalmar län
The assignment
Brand platform
Communication platform
Film
Länsförsäkringar Kalmar län’s entire business concept is built on sustainability. The company wanted to become better at communicating this. We helped by creating a new brand platform and a series of films.
Länsförsäkringar Kalmar län was established to ensure that the county’s residents could mutually support one another in difficult situations. Preventative work regarding damages is a cornerstone of the entire operation, and when they succeed in ensuring that damage or an accident is avoided, it’s a win environmentally, socially, and economically – for the individual, all customers, and society as a whole.
This is something Länsförsäkringar Kalmar län wants to communicate better. Therefore, they sought assistance with their sustainability communications and with clarifying their brand overall.
We divided the work into several parts and built the upgrade of the brand and messaging platform on the understanding that we already had most elements in place. We primarily needed to clarify, join together, and structure the company’s already strong brand, particularly around sustainability but also as a whole.
Messaging platform
The first thing we created was a messaging platform for their sustainability communications.
We had previously developed Länsförsäkringar Kalmar län’s overarching brand message with the headline ‘Here for the county. Here for you.’ Since then, Länsförsäkringar AB had developed a group-wide manifesto for the entire Länsförsäkringar Group, with the overarching message ‘For all time’. By simply combining these two, we arrived at a message that nicely summarised Länsförsäkringar Kalmar län’s view on sustainability: ‘Here for the county. Here for you. For all time.’
Based on this, we put together a messaging platform, where we explained the company’s view on sustainability based on the questions ‘why’ and ‘how’.
The goal was to create a useful tool to clearly and transparently demonstrate what the company does on a daily basis for the world, the local community, and the individual socially, economically, and environmentally – and how these levels influence each other. Therefore, we compiled a broad palette of examples of visualisations and concretisations of the messages, showing how ‘the county’ and ‘you’ in the core message are intended to be replaced by specific goals, activities, and target audiences.
Everyday life films
Based on the platform, we concretised Länsförsäkringar Kalmar län’s sustainability efforts in a series of films. In them, we linked the everyday lives of some of the company’s customers with concrete examples of how the company works for environmental, social and economic sustainability. They were filmed in the protagonists’ everyday environments in Kalmar län, with the help of our filmmaking friends at Framebrains, who are based in Kalmar.
New messaging hierarchy
Once the sustainability platform was in place, we ensured we updated the company’s previous messaging platforms – overarching message and employer message – and created a clear and easy-to-understand messaging hierarchy for all communication.
It’s been an important tool for Länsförsäkringar Kalmar’s marketing department ever since!