GHVA complete brand relaunch based on a strategic presentation, including the German Brand Award.
WINNER German Brand Award Brand strategy Corporate Identity Positioning Presentation Image film
The GHV is an insurance company specializing in agriculture. And it has been for around 120 years.
When a company repositions itself, it needs more than a new appearance. It needs a strategy that respects its origins, makes the future visible, and engages people.
This is exactly what explain's award-winning brand strategy represents.
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In 2018, the GHV Versicherung faced several profound changes simultaneously: two insurance companies were to be merged, digitalization was to be advanced, and the target group was to be expanded. The important thing: to retain the brand's personal, approachable character.
The starting point for the strategic realignment was therefore an internal strategy presentation. It was to make the brand identity tangible, engage employees through comprehensible explanations, and prepare them for the extensive process of change.
"We want to win over associations, employees, and partners with a presentation to support the new strategy out of inner conviction."
But more quickly emerged from the presentation: an image film, a new positioning, and even a new branding that united the two insurers under one roof.
Strategy communication and brand relaunch
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Brand strategy
From origin, industry, and customer proximity, a clear brand core emerged. The GHV was newly positioned as a modern insurance manufacturer.
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CI and branding
Logo, color palette, and imagery made the new identity visible. This created a cohesive presence with proximity, clarity, and character.
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Presentation
The new story translated the change into a strong narrative. The motif of hands made proximity, engagement, and trust palpable.
"The German Brand Award is confirmation of our brand strategy."
The new branding developed by explain was awarded the 2019 German Brand Award for the best brand strategy in the insurance category.
The focus was on the digital transformation of GHV and the realignment towards a modern, customer-oriented insurance manufacturer.
The core of the strategy was a cloud-based insurance platform that significantly simplified and automated contract conclusions, changes, and claims processes. This enabled GHV to specifically target new groups such as SMEs and private customers.
The new presentation also won the 2018 DKM Audience Award.
Positioning: EXPERTISE & KNOWLEDGE
As a non-profit insurer in agriculture and horticulture, GHV brings a deep interest and understanding of nature, people, and animals to the insurance market.
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