From an one-word-value to an experience
CLIENT
Die Haftpflichtkasse
SERVICES
Brand style development
INDUSTRY
Banks and finance
Success at a glance
Haftpflichtkasse Darmstadt pushes dark clouds and worries aside – and shows that insurance can be different.
Instead of focusing on fear and risk, the brand focuses on moments of happiness and humanity. The result is a presentation that surprises in a positive way, creates closeness, and conveys trust – honest, friendly, and above all, happy!
Instead of focusing on fear and risk, the brand focuses on moments of happiness and humanity. The result is a presentation that surprises in a positive way, creates closeness, and conveys trust – honest, friendly, and above all, happy!
The challenge: Happiness as an attitude
The strategic guiding principle was as simple as it was powerful: “Happy” becomes an attitude, not just a message. BrandTrust provided the basis for the strategy – building on this, we worked with the Haftpflichtkasse team to translate this value into all levels of the brand: from language to design, from internal communication to the external brand experience. The focus was clearly on emotions, closeness, and attitude. This is how an abstract concept was turned into a lively brand experience – open, friendly, and human.
Our approach: Happy – with a system
Together with Haftpflichtkasse, we consistently translated “happy” into strategy, design, and communication. The focus was on authenticity: people instead of models, closeness instead of distance, joy instead of fear. The new brand identity combines warmth and competence—and shows that brand management also requires the courage to embrace emotion.
- Brand Day: An exciting start for everyone involved – emotional, connecting, motivating.
- Internal communication: Workshops, brand book, and internal tools fostered identification and pride.
- Brand style: The logo, colors, shapes, and icons were given a light and warm feel.
- Brand communication: Authentic stories from employees and customers made “happiness” tangible.
- Editorial design: Today’s publications and formats showcase the brand as it is—open, clear, and appealing.
The result: a brand that radiates happiness and brings joy.
How strategy turns into real radiance
The new Haftpflichtkasse is a prime example of successful brand development:
- Brand style & identity
- Corporate templates & system: Standardized templates for print, brochures, presentations, and social media
- Editorial relaunch: Transformation of key publications
- Internal communication & workshops
- External brand communication: key messages, claims, guiding principles, campaign ideas
- Brand event / Brand day
- Supporting materials & guidelines
- trade show appearance
The relaunch has made Haftpflichtkasse one of the most appealing brands in its industry—authentic, human, and award-winning. Today, the brand experience is evident throughout: from internal communication to design to customer communication. The principle of “happy” is having an impact—both internally and externally:
- Emotional presentation with clear brand identity
- Enthusiastic employees and customers
- Consistent brand experience across all channels
- Multiple winner of the German Brand Award
Insurance with attitude—and heart.
“The IDEENHAUS agency has been very successful in supporting us with the implementation of our brand strategy. Haftpflichtkasse is delighted with the result of the successful combination of brand strategy and creativity!”
Harry Holzhäuser
Head of Marketing,
Die Haftpflichtkasse
