Coherent is a key industry player in insurtech, keen to ignite change and make the sector brighter, simpler, and more inclusive. Created in Hong Kong in 2016, the old brand and website did not reflect the current brand strategy or the purpose and passion of their people. Coherent wanted to create a unique, bold, and defining rebrand, positioning themselves as energetic and purpose-driven in a traditionally conservative industry.
We responded to the challenge by undertaking comprehensive research into the positioning, mission, and purpose of the company in partnership with our sister agency, Brunswick Insight. The new brand needed to capture the mindset of this forward-looking company, so we developed the brand thinking digital-first. The full vibrant colour palette reflects a passionate self-starting personality, and at the heart of the new visual identity is the new Coherent brandmark and a series of animated films that could be shared across LinkedIn, newsletters, and the Coherent website. We created the new brand identity, strategy, and design system, a product re-skin, and launched the brand with a campaign that included the new corporate website, and brand and product films and animation.