Background and approach
In June 2014, BrandMatters’ long term client Wesfarmers Insurance sold its insurance broking and premium funding businesses to Arthur J Gallagher and as a result, Lumley Finance needed to rebrand itself so that it no longer used the Lumley name and crest. Lumley Finance was a leading premium funder that partners with insurance brokers to deliver premium funding to businesses across Australia and New Zealand.
BrandMatters was appointed to develop a new name for Lumley Finance. The name needed to align to its recently developed brand positioning. The brief also included the development of a new logo and visual identity; and the production of all launch collateral.
BrandMatters commenced the project with comprehensive desk research and a series of depth interviews with senior executives. This research was used to develop a detailed naming brief to inform the development of the new name.
BrandMatters used a name storming process to build a shortlist of names for the new brand, and then conducted preliminary searches to confirm the names were available for trademarking in Australia, New Zealand and the UK.
The name Elantis was chosen because of its dual meaning: Elan, French for energy, style and enthusiasm, and Ilan, Hebrew for oak tree. The new name aligned with the organisation’s vision for its culture and future strategic direction.
BrandMatters used the new name to develop three logo and look and feel options. The chosen logo and look and feel was then rolled out across a suite of collateral and launch materials including corporate stationery, a new website, brand video, eDMs, brochureware, merchandise, info graphics, desktop wallpapers and screensavers and more.
A comprehensive set of brand guidelines were also created for use and interpretation by employees and marketing suppliers in Australia and New Zealand.
The new Elantis brand was launched internally and externally in July 2014 via a series of events across Australia and New Zealand.
In addition to client and industry launch events, BrandMatters partnered with Elantis to develop a comprehensive collection of internal launch collateral to encourage employees to embrace the new brand. The launch collateral included uniforms, an employee brand wheel, branded gifts, business cards and pre-loaded computer desktop wallpapers and screensavers. The collateral was delivered via a desk drop to employees on the day of the launch. The desk drop was in addition to an internal launch event featuring branded balloons, branded cupcakes and banners celebrating the new brand.
The launch received positive feedback from Elantis clients and industry media, and was embraced with enthusiasm internally.
BrandMatters continues to partner with Elantis on new initiatives moving forward.