Ethical claims management company EMCAS has undergone a rebrand courtesy of brand consultancy The Partners, as part of a wider effort to communicate the firm’s ethics to its customers.
In a bid to separate the Devon-based company from the ‘cowboy’ reputation of other claims firms in the market the rebranding effort consists of a strategic overhaul, staff workshops and a new brand identity.
The identity draws heavily on the company’s Devonshire roots, featuring beaches, lighthouses and honesty boxes.
David Walter, commercial director at EMCAS, commented: “Mis-selling is wrong, and consumers need to get their money back. We’ve been helping our customers do just that for nearly 10 years now, and our new brand really brings our crusade to restore financial justice to life.”
The Partners strategic consultant, Paul Twivy, added: “EMCAS’s style of decent, personalised and patiently tenacious handling of claims is partly born out of their location. This is a million miles away from the corporate city images of banks and other financial services firms.
“We don't believe in just superficially or cosmetically re-branding a company. A new Brand Identity has to be built on the sharpest possible Brand Strategy and be the best outward manifestation of a company’s skill, culture and purpose.”
EMCAS’s mission to right the wrongs of mis-selling and to re-establish a common decency in the relationship between financial service providers and their customers is reflected in the rebrand. The handwritten typeface against the new background of a green swoosh of paint is “designed to look like a social crusade”.
The company’s new tag line “Reclaiming your money. Restoring financial justice” also reflects ECMAS’s brand values.