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SBI Life is one of India's leading life insurance companies. Established in October 2000, it aims to make insurance accessible to everyone through its pan-India network of 1000+ offices, 24,000 employees and over 2.36 lakh agents.
In 2021, it approached chlorophyll to help it redefine what brand SBI Life stands for, especially in the eyes of millennials and Gen Z customers.
[dflip id="7336" ][/dflip] Brand Guidebook: Lorem ipsum dolor sit amet consectetur. Ut egestas nunc nunc sed. At quam felis cursus sit arcu molestie sit. Est vitae sit amet elit diam urna. Sit tellus pulvinar id sed sed eget eu vitae. Brand campaigns
We didn't create any communication as such except for the emailer and a social media post. We can showcase those here using appropriate mockups.
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verticals
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Based on the Brand Core the new ideantity™ was created.
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The next step was to translate the Brand Core in a memorable expression: an ideantity™.
ideantity™, a concept trademarked by chlorophyll, is a visual idea complimented by a brand line.Together, they communicate what the brand stands for.
Name: NSDL e-Gov was renamed 'Protean', which means something that is able to change easily. The new name aptly symbolised the brand's future aspirations.
Visual: The new name is complemented by a striking visual: a vibrant, ever-changing kaleidoscope pattern with the letter P (for Protean) formed in the centre.
Brand line: The brand line ‘Change is growth’ completes the message by underscoring this brand's core belief.
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The faster we change, the more we grow.
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This extensive research exercise helped us arrive at an expression of what the brand stands for, which we call 'Brand Core'.
We have reworded NSDL e-Gov's Brand Core for confidentiality.
Brand Core: The speed of our transformation accelerates our growth.
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ForeSense™:
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One of the outputs of chlorophyll's brand definition exercise for Eternia was the Brand Archetype.
The archetype of brand Eternia is 'Innocent'. We used this archetype to create a sonic identity that's based on the Hindustani classical Raag Hamsadhwani (the song of the swan). It conveys bright, happy beginnings that reflect the Innocent archetype.
We created a 3.20 minute-long melody which was later recreated in shorter versions of 15 secs and 2 secs. We also created versions of these using five different instruments, giving a greater flexibility in its usage in videos, caller tunes, ring tones, app and website sounds and so on.
We implemented an ingredient branding strategy by creating an ingredient brand called Duranium™ for the unique aluminium alloy used in the windows. Duranium™ provided greater strength, enhancing the durability of the windows and doors.The market responded very positively to this branding strategy, and it became one of the most searched terms associated with our brand.India’s first window rating and certification protocol, WiWA©, was also created. Eternia windows and doors were certified by WiWA©, India’s first rating system to assess their performance in extreme weather conditions.
We need to add one more unit in this: ForeSense™.
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Eternia has many world-firsts to its credit. To make the most of these assets, it was decided to turn them into brands.
WiWA©: Short for Wind, Water and Air, WiWA is India's first window rating and certification system that ranks a window's performance in an easy-to-understand manner.
Duranium™: Eternia's parent company Hindalco has developed a world-first eternally recyclable aluminium alloy that provides superior strength to enhance the durability of a window. We called it Duranium™, a portmanteau word that combines 'durable' and 'aluminium'.
ideantity
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Once we defined the Brand Core, the next step was to translate it into a memorable expression: a brand new ideantity™.
ideantity™, a concept trademarked by chlorophyll, is a visual idea complimented by a brand line.Together, they communicate what the brand stands for.
(we should hyperlink the word 'ideantity™' to the section about it on the IP page.)
Visual: The intersection of two squares, symbolic of two windows, represents the meeting of the inner and outer worlds. Look closer and you'll also notice the letter E.
Brand line: 'a happy union of spaces' suggests the brand's ability to facilitate the seamless exchange between the inner and outer worlds.
People thrive when there is perfect harmony between the world outside and the sanctuary within.
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The extensive research exercise led to a crisp, one-line belief that serves as the foundation of this brand. At chlorophyll, we call it 'Brand Core'.
Brand Core (reworded for confidentiality): People thrive when there is a seamless exchange between the world outside and the world within.
Process
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chlorophyll followed the six-step brand definition process. Like any creative process, the brand definition involves divergent and convergent waves.We have held a full-day workshop with the brand owners to brainstorm various aspects of the brand’s future.We conducted extensive research with brand owners, fabricators, architects, and interior designers. We also conducted exploratory research with 26 couples across six cities: Delhi, Mumbai, Cochin, Bangalore, Pune, and Ludhiana.
Replace the entire copy with this: **chlorophyll used its proprietary six-step brand definition process. It involved a full-day workshop with the brand owners and extensive research with other key stakeholders like fabricators, architects and interior designers.
We also conducted a dip-stick survey involving 26 home owners, another key stakeholder, across six major cities across India**
Understand
Replace the entire copy with this: Develop better understanding of different stakeholders groups, including channel partners, to devise a plan for building sustainable relationships with them
agine
Reimagine and relaunch Eternia as a consumer brand that offers cutting-edge products with many world-first technical innovations