72andSunny Amsterdam Debuts Zurich's Fresh Visual Identity

Today, 72andSunny Amsterdam is announcing its new creative and strategic relationship with Zurich Insurance Group. After a competitive pitch held during lockdown, the Amsterdam based agency has been tasked with putting Zurich’s customer-centric efforts front and centre through a striking new visual identity. 

Creating a safe space for ideas 

The identity is a reflection of the relationship that Zurich is aiming to build with its customers. Putting people even more in the centre, the company aims to disrupt their established expectations of the category, to become the insurer of choice for the next generation of customers while continuing to deliver for its existing customers. At its heart is the ‘Safe Space’ that was created by adding functionality to the brand’s lettermark to give room for people’s ideas and dreams for the future to be developed. 

The ‘Safe Space’ is accompanied with a new, bold shape language to create a distinct, consistent look and feel across digital channels. Additionally, the brand’s colour palette now includes 'inclusive colour' that draws from photography and allows Zurich to bring people’s lives into the brand world in more striking ways. A new typeface system pairs the brand’s heritage and expertise with their innovative, forward-thinking mindset, rounds up the identity and creates an ownable, dynamic system. 

Gregg Clampffer, creative director at 72andSunny Amsterdam, added: “Zurich’s massive ambition is inspiring. It’s exciting to see how they’ve embraced our strategic insights and design rigour to accelerate the reorientation of their brand towards the very people that are often overlooked by insurance companies. We’re excited to be on this journey with Zurich as they show the world their new modern look and feel.” 

Conny Kalcher, chief customer officer at Zurich, said: “As we embark on our aspiration to become one the world’s most responsible and impactful companies, we are evolving the trusted Zurich brand to become even more relevant and desirable for today’s customers. To bring our aspiration to life, we have redefined our purpose, value proposition & visual identity all of which will be the foundation for how we evolve the Zurich customer experience. We are pleased to collaborate with 72andSunny Amsterdam on this journey towards becoming truly customer-centric.” 

Match made during lockdown 

The competitive pitch for Zurich’s strategic and creative account kicked-off days after the lockdown was declared in both Amsterdam and Zurich. The pitch process was completely managed remotely and although both teams have yet to meet face to face, the upstream relationship has been built on a high level of trust and openness. 

The launch of the new visual identity within the organisation is the first step of the journey that seeks to kick off a new conversation about a big shift that is happening in the insurance industry in the way insurers engage with their customers.