Hughes Insurance

A new look for an old favourite

Hughes Insurance has been a firm insurance favourite in Northern Ireland for years bringing excellence and value to its many customers. But it was time to reinvent the look and feel of the brand, and how it communicates with consumers.

The challenge for the new brand was to make the audience see Hughes in a new light, one that reflected their priorities as regards insurance – trust, quality, clarity, choice, value and, of course, easy on-line access. The reinvigorated brand needed to reconnect with local consumers and protect the Hughes brand equity by creating standalone brands to reach particular audience segments with distinct propositions and identities.

We embarked on a series of information gathering activities including staff focus groups, Management Team interviews, branch visits, a YouGov online survey with 500 NI respondents, on street consumer intercepts ('Vox Pops') and competitor analysis. These allowed us to get a comprehensive picture of the perceptions of the company and its products from both internal and external audiences.

The brand reflects the core values of a company that is caring, grounded, straightforward and expert, a company that believes in people and protecting the lives they lead as much as they can. It is based on the simple idea of communication – opening a conversation that leads to a more personal service and an insurance experience that is direct, professional and human.