WaterCircles
What does it take to put together a truly unique green insurance brand?
Client
WaterCircles Sweden, Norway
Industry
Insurance
Services
Brand Strategy, Brand Identity Development
Year Completed
2014
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. .
![](https://www.startlingbrands.com/m20/wp-content/uploads/WTC_5-scaled.jpg)
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.
![WTC_3 Startling Brands B2C Brand Insurance Branding WaterCircles](https://www.startlingbrands.com/m20/wp-content/uploads/WTC_3.jpg)
![WTC_4 Startling Brands B2C Brand Insurance Branding WaterCircles](https://www.startlingbrands.com/m20/wp-content/uploads/WTC_4-scaled.jpg)
DESIGNING A POWERFUL METAPHOR
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.
![WTC_7 Startling Brands B2C Brand Insurance Branding WaterCircles](https://www.startlingbrands.com/m20/wp-content/uploads/WTC_7-scaled.jpg)