Product naming system for a leading insurer in emerging markets
Relm operates at the frontier of insurance, covering sectors like Web3, cannabis, space, and AI. As the first insurer dedicated to emerging industries, and the first to market with these products, Relm wanted to develop standalone brands for each of their products, to help distinguish them from generic policies. Our task was to design a product naming and branding system that matched their category-defining ambitions and show that these policies were far from generic – just like the businesses they were built for.
We developed a consistent, intelligent naming architecture tied to the risks being insured, such as AlphaWeb3, SigmaWeb3, and VistaWeb3:
· For investment managers’ insurance, we developed AlphaWeb3, alpha being the term to denote a stock with a high ROI.
· SigmaWeb3 looks after the numbers when there’s a general liability claim.
· And VistaWeb3 protects against the landscape of cybercrime.
Each name reinforces their sector expertise while telling a clear story. The product brands were visually unified with the core Relm blue identity and designed to speak to progressive innovators.
· The Web3 industry is represented by a face, recognising the people behind digital innovation breaking new ground.
· And the blurred hero and narrative imagery communicated Relm’s brand story, as the enabler of new world transitions.