The Plan Group

Brand creation of company group

The Plan Group is a family owned, independent insurance intermediary delivering high-quality cover from market-leading insurers in niche commercial and personal lines insurance. Their brands include Plan Insurance Brokers and Yellow Jersey. I successfully pitched and won the tender to refresh their branding.

The original Plan Group logo had almost served as a placeholder. Designed at the same time as the Plan Insurance Brokers logo, it looked almost identical. After the launch of Yellow Jersey Insurance, and with future plans of growth and acquisitions, the logo no longer adequately represented the ‘group’.

As a family-run business with a strong sense of staff inclusion, it was important for the branding to reflect the concept of ‘group’. During the concept stage, I presented several logo and brand options, all of which incorporated elements that fit or loop together. The chosen design features tessellated triangles, representing how all areas of the business ‘fit together’. The brand palette uses the orange from the Insurance Broker brand but is otherwise distinct. It is bright, vibrant and captures the atmosphere of the working environment.

I applied the new branding across stationery, folders, internal communications, presentations and the Plan Group website, which they developed in-house.