CAA Insurance

Stepping Out of the CAA Family Nest Visual Identity, Icon Design and Illustration for CAA Insurance

Project Snapshot

Industry
: Insurance, Finance & Regulated Services
Services
: Visual Identity · Brand Expression · Brand Standards · Icon Design · Illustration · Collateral Design
Challenge
: Help CAA Insurance take a gentle step out of the CAA nest, building a more distinct insurance brand without losing the affiliation, trust and familiarity of the CAA Clubs.
Outcome
: A more flexible visual identity system with brand standards, a responsive icon library and a campaign illustration style that added clarity, colour and warmth while preserving CAA Insurance’s corporate credibility.

Overdrive was commissioned to modernize and finesse CAA Insurance’s brand. Once misunderstood as just part of the Canadian Automobile Association Clubs, CAA Insurance aimed to build out, and differentiate its brand and in turn, take a gentle step out of the nest. The brand design began with a new logo exercise before expanding rapidly into a refreshed visual identity and brand standards.

A big part of the brand design work centered around building out an extensive responsive icon library nearing 100 unique pieces in number. The icons were created in groups of 3 on a scale of least complex to more complex in order to scale up appropriately depending on the size of the screen on which they were viewed.

The brand design took into consideration its companies close affiliation with the CAA Clubs and needed to remain fairly close in nature. In order to round out the brand, add differentiation, colour and some additional friendliness we created an illustration style to be used in major campaigns and standout communication pieces. This balanced the desire to maintain a more corporate primary pallet while also pushing the boundaries of the visual identity.