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. In November 2018, Winwood Haines successfully won a tender to refresh their branding.

The original Plan Group logo had almost acted as a placeholder one, designed at the same time as the Plan Insurance Brokers logo and looked virtually the same. Following the launch of Yellow Jersey Insurance, and with future plans of strategic growth and acquisitions, the logo no longer seemed to represent the ‘group’.

The Plan Group is a family-run business where the staff are very much part of that ethos. Therefore, the representation of ‘group’ was an important focus. During the concept stage, we presented multiple logo and brand options, all of which incorporated elements that fit or loop together. The chosen route uses tessellated triangles that convey this idea of 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.

We implemented the new brand across stationery, folders, internal communications, presentations, and the Plan Group website (which they developed internally).