Velocity Risk - Brand Identity

Agency: Chromatic Brands

Context

Velocity Risk Underwriters is wholly dedicated to provide commercial and residential insurance for higher-risk, catastrophe-exposed, coastal areas in the USA - working as a partner to local brokers and agents.The old branding and messaging of Velocity Risk didn’t represent its stature or its sophistication as a business.  And the stand-out element of their story - their ability to bring capital closer to risk and closer to opportunity - was not being told.

Our challenge was to define a language and style of engagement which conveyed the vision, culture and capabilities of Velocity Risk: their courage to ‘take the road less travelled’ to deliver greater returns for capital partners; more commissions for brokers and agents; more stable and secure capacity and most of all more confidence for catastrophe-prone communities.

To express why the business matters to capital providers, brokers, agents, insureds and talent, we defined the purpose of Velocity Risk ads ‘creating uncommon opportunities by embracing uncommon risk’.

Solution

In a cliché-ridden market with interchangeable imagery, we had the opportunity to project a totally distinctive image for Velocity Risk – an uncommon identity which matched and dramatized their uncommon approach.

The bold, smart and authentic nature of the brand is conveyed by combining words and pictures in the way that they are used in every-day communications such as texts and Whatsapp. We have developed a set of gifs and emojis which can be used to amplify, reinforce or clarify messages. 

Alongside these elements, we created a suite of dynamic animated logos based on the science of weather risk; a stand-out colour palette and a unique typeface that protects a contemporary but unorthodox look.