2023
Xceedance
Global insurance tech and strategy company - Xceedance needed a rebrand to gain more recognition as a long-term change consultant.
Agency
Branding
Illustration
Xceedance, a global insurance consultancy, needed to move beyond its dated image and stand out in a conservative industry. I led a rebrand that introduced the “Empowering Change” platform, transforming the company into a modern, inspiring partner for insurers worldwide.
Problem
Problem
Insurance firms are known for their caution, shaped by regulation and a constant focus on risk.
As a result, many were reluctant to embrace new technologies or large-scale transformation projects. For Xceedance, this was both a commercial challenge and an opportunity: how to convince an industry wary of change that it could, in fact, be the driver of it.
Before the rebrand, Xceedance looked like many other B2B technology firms: overly corporate, overly safe, and easily lost in a crowded sector. Their visual identity lacked personality, and their messaging failed to inspire confidence in an industry already hesitant to embrace digital transformation.
Solution
Solution
I helped lead the transformation of Xceedance’s brand identity, taking it from conservative and forgettable to fresh and forward-looking.
At the heart of this was the “Empowering Change” platform, which reframed insurance as a driver of progress. The line “Insurance empowers change. Xceedance empowers insurance” captured this shift in thinking.
Visually, I worked closely with award-winning studio Art&Graft, providing art direction and consistent feedback to ensure their illustration work aligned with the strategy and my initial moodboards. The result was a vibrant and intelligent illustration style that replaced the cliché stock imagery dominating the sector.
I then rolled this new look and feel across every touchpoint: a hero brand film, an immersive microsite, LinkedIn campaigns, Google Display ads, event materials, and marketing collateral. Each piece was designed to feel cohesive and modern, presenting Xceedance as an inspiring and progressive consultancy rather than a faceless tech supplier.
Results
Results
The rebrand transformed perceptions of Xceedance, setting it apart from competitors and making it instantly recognisable in a conservative industry.
The campaign exceeded every engagement target, delivering:
62% uplift in LinkedIn followers, reaching 100,000+
1,000+ new leads, far surpassing the target of 600
100,000+ unique microsite visitors, double the target of 50,000
The work also gained industry recognition, winning Gold at the Transform Awards and receiving accolades at the ACE Awards 2024 for its distinctive craft. Most importantly, the rebrand repositioned Xceedance from a forgettable tech provider into a bold and inspiring consultancy ready to lead the future of insurance.
More Works
More Works
2023
Xceedance
Global insurance tech and strategy company - Xceedance needed a rebrand to gain more recognition as a long-term change consultant.
Agency
Branding
Illustration
Xceedance, a global insurance consultancy, needed to move beyond its dated image and stand out in a conservative industry. I led a rebrand that introduced the “Empowering Change” platform, transforming the company into a modern, inspiring partner for insurers worldwide.
Problem
Insurance firms are known for their caution, shaped by regulation and a constant focus on risk.
As a result, many were reluctant to embrace new technologies or large-scale transformation projects. For Xceedance, this was both a commercial challenge and an opportunity: how to convince an industry wary of change that it could, in fact, be the driver of it.
Before the rebrand, Xceedance looked like many other B2B technology firms: overly corporate, overly safe, and easily lost in a crowded sector. Their visual identity lacked personality, and their messaging failed to inspire confidence in an industry already hesitant to embrace digital transformation.
Solution
I helped lead the transformation of Xceedance’s brand identity, taking it from conservative and forgettable to fresh and forward-looking.
At the heart of this was the “Empowering Change” platform, which reframed insurance as a driver of progress. The line “Insurance empowers change. Xceedance empowers insurance” captured this shift in thinking.
Visually, I worked closely with award-winning studio Art&Graft, providing art direction and consistent feedback to ensure their illustration work aligned with the strategy and my initial moodboards. The result was a vibrant and intelligent illustration style that replaced the cliché stock imagery dominating the sector.
I then rolled this new look and feel across every touchpoint: a hero brand film, an immersive microsite, LinkedIn campaigns, Google Display ads, event materials, and marketing collateral. Each piece was designed to feel cohesive and modern, presenting Xceedance as an inspiring and progressive consultancy rather than a faceless tech supplier.
Results
The rebrand transformed perceptions of Xceedance, setting it apart from competitors and making it instantly recognisable in a conservative industry.
The campaign exceeded every engagement target, delivering:
62% uplift in LinkedIn followers, reaching 100,000+
1,000+ new leads, far surpassing the target of 600
100,000+ unique microsite visitors, double the target of 50,000
The work also gained industry recognition, winning Gold at the Transform Awards and receiving accolades at the ACE Awards 2024 for its distinctive craft. Most importantly, the rebrand repositioned Xceedance from a forgettable tech provider into a bold and inspiring consultancy ready to lead the future of insurance.
More Works
2023
Xceedance
Global insurance tech and strategy company - Xceedance needed a rebrand to gain more recognition as a long-term change consultant.
Agency
Branding
Illustration
Xceedance, a global insurance consultancy, needed to move beyond its dated image and stand out in a conservative industry. I led a rebrand that introduced the “Empowering Change” platform, transforming the company into a modern, inspiring partner for insurers worldwide.
Problem
Insurance firms are known for their caution, shaped by regulation and a constant focus on risk.
As a result, many were reluctant to embrace new technologies or large-scale transformation projects. For Xceedance, this was both a commercial challenge and an opportunity: how to convince an industry wary of change that it could, in fact, be the driver of it.
Before the rebrand, Xceedance looked like many other B2B technology firms: overly corporate, overly safe, and easily lost in a crowded sector. Their visual identity lacked personality, and their messaging failed to inspire confidence in an industry already hesitant to embrace digital transformation.
Solution
I helped lead the transformation of Xceedance’s brand identity, taking it from conservative and forgettable to fresh and forward-looking.
At the heart of this was the “Empowering Change” platform, which reframed insurance as a driver of progress. The line “Insurance empowers change. Xceedance empowers insurance” captured this shift in thinking.
Visually, I worked closely with award-winning studio Art&Graft, providing art direction and consistent feedback to ensure their illustration work aligned with the strategy and my initial moodboards. The result was a vibrant and intelligent illustration style that replaced the cliché stock imagery dominating the sector.
I then rolled this new look and feel across every touchpoint: a hero brand film, an immersive microsite, LinkedIn campaigns, Google Display ads, event materials, and marketing collateral. Each piece was designed to feel cohesive and modern, presenting Xceedance as an inspiring and progressive consultancy rather than a faceless tech supplier.
Results
The rebrand transformed perceptions of Xceedance, setting it apart from competitors and making it instantly recognisable in a conservative industry.
The campaign exceeded every engagement target, delivering:
62% uplift in LinkedIn followers, reaching 100,000+
1,000+ new leads, far surpassing the target of 600
100,000+ unique microsite visitors, double the target of 50,000
The work also gained industry recognition, winning Gold at the Transform Awards and receiving accolades at the ACE Awards 2024 for its distinctive craft. Most importantly, the rebrand repositioned Xceedance from a forgettable tech provider into a bold and inspiring consultancy ready to lead the future of insurance.
More Works