The Ascot Group engaged KingFish+Partners to elevate the organization’s presence in the marketplace as a specialty risk solutions leader. Our approach was to reimage branding, while transitioning to a modern website and user-friendly CMS. Simultaneously we developed a suite of multi-channel assets to support marketing and sponsorship activities for key meetings and industry events.
Earning Ascot's Stripes
In the pursuit of refreshing an old look, KingFish explored different ways to showcase Ascot's iconic colored stripes. Here were a few attempts we left on the cutting board. Sleek and modern? Yes. Best exemplifying the well-known Ascot feel? Not yet.
Old Colors, New Take
After multiple rounds, considerable deliberation, and many cups of coffee, Ascot realized the value of keeping their color spectrum front and center. We agreed.
The Brand Guidelines
KingFish established a framework for consistently communicating Ascot's messaging, values, and personality across all mediums, including digital & print media, advertising, and marketing collateral.
Leveraging the spectrum, our creative team curated a vibrant and unique color palette to enable Ascot to stand out amongst its peers.
Classic, detailed, and streamlined for consistency across all channels and usage.
A comprehensive brand book was created to ensure consistent usage across all channels. We outlined tone of voice, use of photography, color, typography and more.
KingFish developed a video series for use across social media and at events. The Ascot Group 20-year anniversary video was a hit, followed by other videos highlighting the Ascot Group's presence, solutions, and verticals they serve in the US and UK markets.
STAND OUT FROM THE CROWD
KingFish curated highly visual experiential assets to reinforce the new bold look through tradeshow signage, booth displays, print, apparel, and branded merchandise providing a more memorable and impactful brand experiences.
The reimagined Ascot Group Brand elements are featured prominently on the website, including custom iconography, curated images specific to industry, product, and downloadable sell sheets. As a multi-national company, a drop-down menu enables users to navigate directly to the subsidiary microsites for the Ascot Group US, Bermuda, Lloyd’s of London, and Ethos Specialty.
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