Union Assurance's new image reaches people's hearts

From a platform of care to a platform of trust, Union Assurance has transformed its image in the insurance sector with a new look, a new brand promise and a new tagline.

The insurer also launched a new campaign on January 3, to communicate its new brand promise straight to the hearts of the people.

Seen in picture is Dirk Pereira - Chief Executive Officer and Ajit Gunewardene - Chairman of Union Assurance PLC.

The advertisements in all three languages captures how the insurer understands the inner individual, his life cycle and the effort it took to achieve what he has. "Only you know what you have been through," the advertisements point out, "And we understand and respect that efforts."

By understanding his inner conscience, Union Assurance respects each individual, and that respect makes the insurer better able to serve and cater to the need of each customer with an unbreakable trust.

From the tireless efforts of a Kandyan dancer to the deep bonds between a father and daughter, the heart warming campaign is in line with the insurer's new image of strength, stability, loyalty and joy.

Union Assurance Chief Executive Officer Dirk Pereira explained that though the brand promise has changed, the core values of the insurer remains strong.

"We have a fresh brand promise that was created to deliver an unparalleled level of trust," he explained "Trust is the most important factor in our business because at the end of the day, insurance is a long-term agreement and the consumer looks for a trusted partner to work with."

The new brand symbolizes this value proposition by combining a warm orange and a firm grey in an unbreakable link of energy and strength. "We are building on the trust that we have acquired in over two decades of business in the insurance sector," Pereira explained, "And we are now geared to build on that success."

The process of rebranding the iconic Union Assurance image however, came after extensive research. Marketing and Distribution General Manager Rukman Weeraratne explained, "We at Union Assurance kept our ear to the ground and felt the heartbeat of the consumer clearly. We know what they are looking for and we have equipped ourselves to service their needs."

"In Union Assurance, we have two lines of business.

Our extensive internal and external research showed that in general insurance, the people primarily look for convenience, while in the life insurance sector, they look for transparency.

We combine the values of transparency and convenience with respectfulness from the corporate level." For life insurance, transparency was key with customers needing the assurance that what they saw is what they got.

Clarity is vital in life insurance, he explained as it was a long-term agreement with the firm so the customer needed to know what he would end up with clearly, in the end.

The new brand look combines sunshine orange which represents energy, joy and happiness with gray, which denotes a concrete colour of strength and stability.

"The logo is also easy and flexible to the eye with no rough edges," he pointed out, "It reflects us as a company.

we are easy to deal with and flexible." The new brand also comes with a new and timely tagline, "Trust in your tomorrow, today."