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DAVIDSHIELD
GLOBAL BRAND – HUMAN INSIGHT
5116 website
"One of these mornings… you'll spread your wings and take to the sky."
(Summertime, George Gershwin)

All insurance companies deal with risk management in one way or another. But DavidShield, a health insurance company for overseas travelers, is a different kind of insurer. Its brand identity was originally based on targeting Israelis overseas, so when the company made the decision to expand globally, it needed a new identity.

DavidShield defined its target market as unique people who leave their homelands for an extended period: highly-educated and financially secure people from the worlds of academia, business and technology. They do not travel to survive, but to fulfill themselves. But with detachment from safe, familiar surroundings come concerns, obstacles, and problems on the way to fulfillment.

Our strategic insight, from which the new global language was derived, was based on another phenomenon known to us all: the security blanket. This transitional object gives children the confidence to move further away from their mothers and develop a sense of independence. This is the brand’s role in the lives of its target audience, providing them with the warmth of home and their own language so that they can step out into the world. It’s a global identity driven by personal support.

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