A new promise for an established brand.

IAG: Motorserve

 A new promise for an established brand.
 A new promise for an established brand.

01 – The challenge

As part of a bold strategy to rethink the claims experience IAG (NRMA Insurance) acquired MotorServe from NRMA Motoring & Services. The brand aim was to deliver the IAG purpose to make your world a safer place through the claims experience.  
 
IAG needed a new brand strategy, manifesto, values, personality, tone of voice and visual identity that built on hard earned heritage while taking Motorserve into the future. 

“THE FROST* COLLECTIVE TEAM WORKED CLOSELY WITH US EVERY STEP OF WAY AND FELT LIKE AN EXTENSION OF OUR TEAM. THEIR STRUCTURED APPROACH, STRATEGIC THINKING AND VIBRANT CREATIVITY HAVE HELPED US MAKE DECISIONS CONFIDENTLY, RESULTING IN A SUCCESSFUL LAUNCH AND TAKING US A STEP CLOSER TO ACHIEVING OUR STRATEGIC VISION.”  

ESTHER HORSLEY, IAG CREATIVE & INNOVATION SPECIALIST 

 A new promise for an established brand.
 A new promise for an established brand.
 A new promise for an established brand.
 A new promise for an established brand.
 A new promise for an established brand.
 A new promise for an established brand.

02 – Our thinking

Underpinned by unrivalled expertise and knowledge, Motorserve is switched on to the needs of today’s drivers. By streamlining a previously disparate process and making safety and efficiency paramount, it is using advanced technology and software to change the repair industry for the better.  
 
Working closely with the IAG teams, we co-created the brand framework, culminating in the brand idea of ‘Effortlessly expert’.  
 A new promise for an established brand.
 A new promise for an established brand.
 A new promise for an established brand.

03 – CREATIVE

To communicate Motorserve’s unique offer, we developed an identity based on the brand idea of ‘Effortlessly expert’. The familiarity and heritage of the existing Motorserve brand is retained and elevated into a simple, easy and expert new identity.    
  
The logo represents a journey and getting you on your way as effortlessly as possible. Two quarter circles form two hills with a road going off into the distance – a guiding path to positivity – while also creating the letter ‘m’.   
  
The rest of the identity stems from the logo’s circular visual. Its human, rounded nature inspired the type and wordmark choice, icon design and the entire graphic language to create a unified visual identity focused on getting you on your way simply, quickly and safely.  
  
Familiar to the existing core customer base, the colour palette is evolved and elevated, with bright blues chosen to brighten and simplify digital experiences. Meanwhile the brand language disposes of jargon to communicate in an easy and expert way, making customers feel safe and satisfied.  
 A new promise for an established brand.
 A new promise for an established brand.

04 – RESULTS

“The new Motorserve branding has been recognised internally as the key achievement since IAG acquired the company. We will be rolling out the new branding over the next 2 years across all 28 sites – additional sites are being added too, Brookvale and Caringbah Customer Hubs open in August.”  
Anna Rallos, IAG Marketing Innovation Lead  
 A new promise for an established brand.
 A new promise for an established brand.

“We’re thrilled to see the new Motorserve branding come to life. Our aim, as it always is, to design human experiences that enrich lives. This is a great example of a brand taking a disconnected, arduous and stressful experience and completely turning it on its head to deliver something better for customers. It was a lot of fun partnering with the great team at IAG. All decisions were based on a solid platform of insight. We worked together to establish the brand strategy and manifesto, build the creative platform and finally deliver it all in an impactful and visually exciting way. It’s a pleasure and a privilege to be involved”. 

Debbie Spence, Strategy Director, Frost* Design

 A new promise for an established brand.
 A new promise for an established brand.