Project Description

It’s not often that a new business idea can race from zero to R10-million in only 12 months, but that’s the kind of revenue that our specialist branding unit has delivered since its inception.

One of our unit’s jobs was the mammoth task of rebranding Sanlam, one of South Africa’s leading financial services groups. The challenge was clear: create a visual identity that would signal change and move the brand into the present while respecting its 96-year heritage.

“We have reawakened a beautiful blue giant and carved an identity for Sanlam’s next 40 years that honours the 90 past,” says creative director Christine Raftopoulos.

She adds: “It’s humbling to be reminded that, through this rebrand, we have been awarded the opportunity to visually reconnect Sanlam as an employer and a respected business leader.”

The sheer scale of the rebranding and the time frame in which to inject the new brand into the business locally and throughout the UK presented additional demands, says Raftopoulos. Sanlam did not behave like a monolithic brand, although all of its business units understood the value of the mother brand.

“There were a multitude of sub-branded identities, business descriptors and naming conventions that needed to align with one brand,” she says. “The brand architecture resolved a number of these challenges, which allowed us to build a visual language that portrayed a unified and monolithic brand identity while still allowing Sanlam’s key expertise to be amplified.” Sanlam was established in 1918 as a life insurance firm. It listed on the JSE and Namibian Stock Exchange in 1998 and now also has business interests elsewhere in Africa, Europe, India, the UK, the US and Australia.