When Direct Insurance, the fast growing independent International (Re)Insurance Group, announced its global restructure and rebrand to Aventum, it was clear that every employee email would have to professionally communicate and promote the new brand – requiring the simultaneous and seamless rebrand of hundreds of email signatures.
The restructure and rebrand to Aventum brought together the Group’s UK and international teams into one combined global insurance group with two distinct businesses – Consilium, the Group’s global broking operations, and Rokstone, its global underwriting operations. Together, Consilium and Rokstone, under the Group brand Aventum, currently place over $1.1bn GWP worldwide.
As Group CEO David Bearman, comments: “We want Aventum to be a global insurance brand that endures – a lasting landmark in the market. The restructure and rebrand puts us in a strong position – we are fit, agile, focussed and ready for the next stage in our journey to become the best global (re)insurance speciality wholesale business in the world.” *
The rebrand spanned all the company’s marketing communications, including the launch of a new website and social media profiles, and therefore every employee email also required a new Aventum branded signature.
The role of everyday business email was also identified as critical in introducing and explaining the re-brand to customers and other stakeholders.
This major Group rebrand presented the following key challenges:
- To switch all employee email signatures simultaneously and seamlessly from the existing company name to the new brand with the least amount of disruption to the teams.
- To ensure consistent Aventum branding on all employee emails across the Group.
- To also feature the appropriate constituent business names – Consilium and Rokstone – on all emails to meet the new brand hierarchy.
- To use email signatures and banners to encourage audience engagement with the new brand, including driving traffic to the new website and social profiles.
Not only did the new branding need to be implemented, but new format email addresses were also instated. All email addresses had to change to the new aventumgroup.com domain, with new branding elements making existing contacts aware of the changes.
As an existing client, Direct Insurance were experienced in successfully using Rocketseed. They fully explained the re-branding strategy to their dedicated Rocketseed Account Manager and a clear email signature roll-out plan was put in place.
Next, the Rocketseed design team was briefed with the new Aventum brand guidelines and produced new signature layouts for review, incorporating the constituent business names, a clear link to the Group’s new website and interactive icons for recipients to click through to the new social media profiles.
Email banners were also designed to run under the signatures, reinforcing the re-brand with the new Aventum brand identity, striking imagery based around climbing to the peak of the stylised Aventum ‘A’ as well as the bold positioning statement “Dare to Discover”.
Altogether, an extremely eye-catching and immediately engaging email signature design for all employees.
Once approved, the new branded email signature template was created and tested in advance of the full roll-out.
Separately to this the company also had to set-up their new domain and email addresses to start routing through their account in advance of the roll-over.
Crucially, with Rocketseed enabling central control of the company’s signatures, the newly-branded email signatures could be implemented company-wide without individual employees having to manage any updates themselves.
The signature re-brand was a clear success with a seamless, simultaneous switch-over across the Group. Without any individual employee involvement, all staff email signatures had the correct contact information and new Aventum branding.
Also, because Rocketseed enables the reporting and analysis of every recipient click, the client has been extremely pleased with the level of engagement the new signatures have generated in driving traffic to the new Aventum website.
“Rocketseed not only solved our challenges, but we were able to cross over from the old to the new branded signatures without any issues or delays, and importantly without our staff on the ground having to action anything. The new signatures have made a real impact and have already helped firmly establish the Aventum brand.”
Libby Abbotts | Group Digital Marketing Manager | Aventum
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