IAG
Motorserve

Driving change:
a new promise
for an established
brand.

The challenge

01

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 ‘feeling of safety’ 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 whilst taking Motorserve into the future.

Strategic Insights

02

Our brand strategy focused on the customer experience proposition of reliability whilst promising a new, modern, seamless experience. 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 ‘Effortlessly expert’.

Anna Rallos
Marketing Innovation Lead
IAG
The new Motorserve branding has been recognised internally as the key achievement since IAG acquired the company.”

“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”

Anna Rallos
Marketing Innovation Lead
IAG

Execution

03

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.

Results

04

“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*collective

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