Beazley brand

In order to stand out from its competitors, Beazley developed a new strapline: ‘Beautifully Designed Insurance’. This needed to be incorporated into the existing Beazley logo, and reflected across the brand. Through a detailed brand exploration, we defined how the strapline theme could be presented from a creative and design perspective, and developed the concept for a refreshed brand.


We developed a photography style for collateral, using duotone imagery to create a clear and distinctive style for Beazley and stand-out from the competition.

Ensuring flexibility

Friend presented a number of options for the logo lockup across a variety of applications. Through a detailed process of feedback and refinement, we ensured the  lockup was flexible enough to be applied to a range of marketing materials and brand initiatives.

Logo animation

We created an animation to demonstrate how the new logo and strapline could be used as a moving image.

Refreshing the brand

We brought a more corporate feel to the line drawings at the heart of Beazley’s visual identity.