The Drum Awards Festival - PR

-d -h -min -sec

Insurance Direct Line Aviva

HomeProtect rebranded by The Allotment


By The Drum Team | Editorial

August 28, 2012 | 2 min read

Online home insurance provider, HomeProtect has been rebranded in a bid to communicate its belief in providing immediate cover for a 'variety' of customers.

London-based branding agency, The Allotment was tasked with the rebrand where the key objective was to ‘standout from the saturated sector’. It developed the brand statement “Be as different as you like, we’ll treat you the same,” as well as the new visual identity.

Where colours such as yellow, green and red have been appropriated by more established operators like Aviva, More Th>n and Direct Line respectively, the team at The Allotment created a flexible identity where the colour, logotype and graphic language change in an effort to enhance to notion of ‘variety’.

Mike Smith, creative partner at The Allotment explained: “The logotype was developed where the word ‘Home’ becomes a symbol which literally protects a series of internal pattern designs inspired by people’s homes. The HomeProtect brand doesn’t own one or even two colours as with many other insurance companies but embraces a spectrum of colours. To compliment the bold visual language, we created a tone of voice with a very ‘can-do’ attitude.”

Robin Sapherson, customer value director at HomeProtect also commented on the new brand identity: “The new logo, tone of voice and approach to marketing will challenge established and outmoded insurance underwriting practices and expose the absurdity of the “average” in insurance and champion the lives of ordinary people living ordinary everyday lives.”

Insurance Direct Line Aviva

Content created with:

The Allotment Agency

Find out more

More from Insurance

View all


Industry insights

View all
Add your own content +