“Pro and private”
for Federale Assurance-Verzekering
Revamping a century-old brand to support professionals every step of the way
Challenge
For over a hundred years, Federale Assurance-Verzekering has supported all professionals who like to roll up their sleeves. However, as customer behavior and expectations have changed in the insurance world, Federale Assurance-Verzekering needed to evolve its brand’s positioning.
Solution
Together, we dove deep into strategy—refining the business approach, conducting an in-depth strategic analysis, and defining a new commercial vision focused on entrepreneurs and the self-employed translated into a brand new brand positioning. The result? A sharp and distinctive identity, captured in a new tagline: ‘Altijd mee, pro en privé’ – ‘À vos côtés, pro et privé’.
To bring this positioning to life and modernize a 100-year-old brand in a traditionally serious industry—because, let’s be honest, insurance isn’t exactly fun—we introduced a fresh, straightforward visual identity. The launch campaign featured entrepreneurs in duplicate—showing them both as professionals and private individuals. A simple yet powerful way to illustrate how Federale Assurance-Verzekering gets them and supports them in every aspect of life.
A lighthearted tone, playful touches, and a vibrant color palette gave the brand a distinctive, modern look, reinforcing its commitment to professionals—both at work and beyond.
Go beyond
Our holistic brand building approach ensured we didn’t just talk about what Federale Assurance-Verzekering stands for—we showed it. Entrepreneurs pour their heart into their businesses, but life isn’t just about work. At the end of the day, it’s about providing for yourself and your family. We highlighted both sides of life through original, budget-friendly visuals across print, radio, online video (OLV), and digital banners—making every euro count while keeping the message crystal clear.
And to make sure the proof of the pudding is in the eating, we regularly conduct both qualitative and quantitative studies, transforming them into new ideas, activations, and services to support our professionals at any stage of life.