Brand Development

Holloway Friendly invented income protection, so it was our great honour to be chosen to help reinvent their brand for the next stage of their exciting development.

Our approach

We hosted workshops with stakeholders from the organisation to explore what made Holloway Friendly unique in its market.

  • The workshops set a clear direction for the brand and creative approach – to play on Holloway’s role as a pioneer, and how its products help clients get on with their lives, even when the unexpected happens.
  • The overarching brand proposition of ‘keeping life colourful’ delivers on the fact that through its products and services, Holloway keeps life on track. This inspired an eye-catching multi-coloured brand identity and logo with a fresh, bright website redesign.
  • The new branding was then applied to a wide range of internal and external collateral for total consistency, including a new website, videos, sales aids, brochures and social media tools. A full internal branding of the workplace helped staff become immersed in the new brand and become excited to work for the business.


Following the rebrand, Holloway Friendly rose two places to become the UK’s sixth biggest income protection provider. Its new business increased by 82% and there was a 40% growth in net membership.

Other work

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