Combining an International and Regional Brand
Setting a style, tone, voice and message, linking regional and niche products, with an International Brand.
World Access Canada, was the Canadian division of the North American arm of Mondial Insurance of France with offices globally. Marketing for WAC included, supporting the North American Brand, communicate its relationship to the Global Brand, develop new Product Identities, communicate with employees and supply the marketing component to all RFP's.
Using the Global grid template, a visual relationship was developed to tie the Canadian product and services ID to its parent. Relevant images and distinctive colours were used to help clients distinguish one program from the other. (i.e. Blue colour bars for Canadian programs, red colour bars for Global. This brand grid was then applied across all communications, brochures, web, PR, Flash Videos. eMail ads and Product brochures.
Key to all communication was creativity! World Access wanted to be seen as World Class, friendly and responsible. The company wanted to inspire trust, openess and action. New Products were to be seen as viable, professional and unique to the marketplace (i.e. Travel Health Passport). RFP's were designed and written to reflect the client;s view of the marketplace, rather than that of World Access, to communicate the ability of WAC to partner with any other Brand. Employee communications were designed to encourage people to come forward with their best thoughts for creating a successful business (i.e In the Dark).
World Access Canada, was the Canadian division of the North American arm of Mondial Insurance of France with offices globally. Marketing for WAC included, supporting the North American Brand, communicate its relationship to the Global Brand, develop new Product Identities, communicate with employees and supply the marketing component to all RFP's.
Using the Global grid template, a visual relationship was developed to tie the Canadian product and services ID to its parent. Relevant images and distinctive colours were used to help clients distinguish one program from the other. (i.e. Blue colour bars for Canadian programs, red colour bars for Global. This brand grid was then applied across all communications, brochures, web, PR, Flash Videos. eMail ads and Product brochures.
Key to all communication was creativity! World Access wanted to be seen as World Class, friendly and responsible. The company wanted to inspire trust, openess and action. New Products were to be seen as viable, professional and unique to the marketplace (i.e. Travel Health Passport). RFP's were designed and written to reflect the client;s view of the marketplace, rather than that of World Access, to communicate the ability of WAC to partner with any other Brand. Employee communications were designed to encourage people to come forward with their best thoughts for creating a successful business (i.e In the Dark).