A nationwide identity rollout, one wall at a time

The challenge

A cohesive brand across a national branch network fails in the gap between the artwork and the wall. Every site has a different frontage, a different ceiling height, a different lift door. An identity that only works in the guidelines document is not an identity, it is a PDF.

What we did

• Rolled the identity across branch signage, head office signage, reception walls, training rooms and lift doors — each surveyed so the artwork fits the surface it lands on.
• Turned the lift doors into the campaign rather than a leftover surface: Tap Karo and Insure Karo, read by everyone who steps in.
• Carried the same system into press — auto insurance and parent care executions that sit recognisably in the family.
• Used the reception wall to promote Pakistan's first end-to-end digital motor insurance app where customers already stand waiting.
• Held one visual system across interior, exterior and print so a customer meets the same brand in a branch, a lift and a newspaper.