Sweden, Norway, Denmark

WaterCircles is a Scandinavian company that ofers 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.


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 ofer 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.


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.