BPL Global is the world’s leading broker specialising exclusively in credit and political risk insurance (CPRI) for multinational corporations, banks and financial institutions.
BPL Global were far ahead of their competition—at least on paper. They had the largest team dedicated to CPRI, a healthy market share and regularly won industry awards. However, their outdated branding and marketing materials was weakening their position in the market, undermining their accomplishments. A highly reserved approach to talking about the firm’s own successes compounded the problem. BPL also faced increasingly stiff competition from the biggest multinational insurance corporations with close ties to prospective Fortune 500 clients.
Our task was to reposition BPL to compete more effectively against firms many times its size.
To address these challenges, we initiated a creative strategy to rejuvenate BPL’s brand and overhaul perceptions of the firm within both its marketplace and existing customer base.
We began by conducting research to understand the business, its sector, and its competition, spending time with BPL’s executive team. Insights gained at this stage greatly informed the resulting creative work.
Drawing on the three-part ownership of the brand we developed a three-part logo, one made up of adjoining squares in the form of a stylised chevron. It not only reflects the trio of founders, but alludes to the firm’s position as a broker: an intermediary between two parties. The colours we used – green, navy and sky blue – also brought to life the elements of land, sea and air, indicating the breadth of their global activities.
We developed a simple, powerful message for the firm to rally behind. We reasoned that if the firm was a world leader, then it should say so. This idea, along with a deliberate ownership of the acronym ‘CPRI’ form the basis of the company’s new tagline and is extended throughout the brand to highlight different aspects of their business where they can also lay claim to be ‘world leading’.
We designed and developed a new responsive website, event and marketing materials, annual reports, policy templates and client documentation to support the brand. In addition, we commissioned an award-winning photographer to shoot a range of images for BPL’s new website to communicate the diversity of BPL’s team, further helping to rejuvenate their image.
Novagram delivered a complete brand overhaul for BPL Global. The tagline, a new logo, website, and supporting materials were all designed to communicate the human side of the business and promote their world-leading status. Our work will support and extend BPL’s market dominance for years to come. By focusing on a simple, powerful message – seen across all client touchpoints – BPL’s brand has supported the company’s burgeoning success amidst a competitive marketplace. We continue to work with BPL.