When BrandMatters’ long term client Wesfarmers Insurance sold its insurance broking and premium funding businesses to Arthur J Gallagher, Lumley Finance needed to rebrand so that it no longer used the Lumley name and crest. Lumley Finance was a leading premium funder that partnered 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 which aligned to its brand positioning. Our 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.
The BrandMatters team used a name-storming process to build a name shortlist and then conducted preliminary trademarking searches. 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 developed a logo and look and feel and rolled them 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. We also developed internal launch collateral to encourage employees to embrace the new brand. This 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 and an internal launch event was held to celebrate the new brand, featuring branded balloons, branded cupcakes and banners.
The Elantis brand story, tone of voice, key messaging and a comprehensive set of brand guidelines were also created for use by employees and marketing suppliers in Australia and New Zealand.
The new Elantis brand was launched internally and externally via a series of client and industry launch events across Australia and New Zealand. The launch and the new brand received positive feedback from Elantis clients and industry media, and was embraced with enthusiasm internally.
The task was an important one given the residual equity that sat within the Lumley Finance brand and the criticality of retaining this heritage and its strong relationships. The brand was well known, regarded and trusted by its clients and operated in a highly competitive B2B context.
Elantis has publically stated how “the new name and brand has injected energy and dynamism into the business and brought a closer alignment of the brand to the professional and performance culture, signalling a new period of growth for the business”.
BrandMatters continues to partner with Elantis on new initiatives moving forward.