Beach is an international reinsurance company specialising in risk assessment, consultancy and advice.
In a highly competitive sector where everyone is making the same generic claims (client relationships, excellence, solutions, understanding, service, innovation) Beach is genuinely different. Their philosophy encourages and enables their people to apply their skills creatively as individuals within a close-knit team structure. In this way Beach is quietly changing the landscape of reinsurance – they’re not just about doing deals, they’re about doing the right thing.
Known for being an innovator, open and unafraid to challenge traditional methods, Beach wanted a brand identity that would reflect these qualities; breaking the mould and differentiating them clearly within the industry.
ASHA realised that Beach’s insight and independent outlook gave them a unique perspective within their field. When a problem comes to them, it’s already been intensely interrogated by the client and/or their competitors, so they effectively create solutions through reaching deeper into the analytical detail and thinking beyond the conventional approach. In developing the brand strategy we created the line ‘See further’ to encapsulate this way of working and as a generative idea to enable them to express everything they do. This idea of a limitless vision applies equally to the way they treat their people, their opportunities and careers, and to the way they approach client business.
In addition to brand strategy, positioning and visual identity, ASHA delivered a product and service architecture and took the project through to implementation which included production of a new website, stationery, presentation templates, signage and marketing collateral.
A sense of the company’s heritage has been retained in the refined word mark and this is supported by expansive photography featuring endless horizons implying limitless vision. Further imagery highlights individuals working collaboratively: the ‘i in team’ ethos at work in the Beach offices around the world, while a vivid colour palette of blends is contrasted with elegant, italic typography to create a brand look and feel that enables Beach to stand alone in the sector.