What does it take to put together a truly unique green insurance brand?


WaterCircles Sweden, Norway




Brand Strategy, Brand Identity Development

Year Completed


Project Photography

Startling Brands

WaterCircles is a Scandinavian company that offers both private and commercial insurance lines. WaterCircles insurance focuses heavily on taking a more environmental approach to their claims handling. The company is located in Norway, Sweden and Denmark. .

environmentally conscious Scandinavian brand

Building an eco-friendly claim handling insurance brand

WaterCircles came to Startling Brands in need of a brand identity for a unique model of insurance services aimed at environmentally conscious customers in Sweden, Norway and Denmark. WaterCircles partners with a network of environmental NGOs and charities in Scandinavia in order to offer their customers eco-friendly claim handling solutions and also to engage them in environment protection programs. Startling Brand’s strategy was to develop a brand identity that clearly communicates WaterCircle’s core philosophy without resorting to the use of the clichés that are so common in green product branding.

Startling Brands B2C Brand Insurance Branding WaterCircles
Startling Brands B2C Brand Insurance Branding WaterCircles


A small change can create a big impact

We wanted to visualize how our individual actions are interconnected, how a small change in our behavior can create a big impact on maintaining a sustainable environment. Instead of using symbols typical of nature, we came up with an icon constructed from an interdependent set of circles that together geometrically create a water drop. The identity system had to be adaptable to be easily used across all their Scandinavian branches, with a strong focus on their extensive marketing and advertising activities. Apart from delivering a full branding solution, we supported WaterCircles in their initial phase with the creative and art direction for their printed and digital advertising.

Startling Brands B2C Brand Insurance Branding WaterCircles