Transforming the Emergence brand for a secure future in cyber.

Emergence has been the trusted name in Australian cyber insurance since 2015. Since then Emergence has grown to become Australia’s award-winning underwriting agency for SME brokers and businesses. With an exclusive focus on cyber security, Emergence provide flexible, forward-thinking insurance solutions to help protect Australian businesses online. 2019 Underwriting Agency of the Year, Emergence is leading the industry and its clients with the specialist risk prevention and smart risk protection to succeed with cyber.

CEO and Founder, Troy Filipcevic approached Goodwork to look for ways in which to best support their successes, while creating the strongest platform for the future. Troy and the Emergence team were looking for a strategic creative partner to define, articulate, create and celebrate the offerings unique to Emergence that separate them from many of the larger insurers.

We worked closely with the team, bringing strategic thinking and honest design together, delivering a comprehensive rebrand of the business. This included a complete overhaul of both internal and external communications, company collateral plus a fancy new website to boot. In doing so, we were able to successfully position Emergence as an innovative insurer backed by a positive approach that’s focused on protection over fear. It’s this approach that has supported SME audiences Australia-wide, allowing them to gain a complete understanding of the benefits in being cyber protected, without the confusion delivered through the communications of the more corporate competitors.

At the heart of our creative strategy lives ‘Smarter Cyber’, our positioning, the differentiating idea that delivers competitive advantage for the business. Emergence helps brokers do their job better, and Smarter Cyber speaks to this, positioning Emergence as the specialist broker partner when it comes to cyber insurance. Smarter Cyber reframes simple as smart, works harder for brokers and businesses with award-winning solutions that are beautifully simple to work with, and provides the education to educate clients on cyber security prevention and protection innovation and initiatives. In its execution Smarter Cyber is achieved through a powerful combination of Policy (what we deliver), Platform (how we deliver it) and People (who delivers it) working together to transform the conversation on cyber insurance. Smarter Cyber speaks to a better way, delivered through a simple yet smart approach to cyber with a focus on education, intelligence and upskilling that provides confidence for brokers and businesses alike.

Building on all this, our purpose piece communicates the goal for every broker and business, and of course for the brand itself. That is to ‘Be at your best’. It’s what’s enabled when Emergence has you covered. Flipping the conversation from one of fear to enablement, ‘Be at your best’ is about helping brokers to successfully advise and advocate what a client needs. For the businesses Emergence protects, it’s about giving them the ability to focus on growth, free from cyber concerns, or to remain resilient through an exposure. Finally, for the team at Emergence, ‘Be at your best’ is about everyone thriving in the team, having their fingerprints on the future of the business and having a great time along the way.

The rebrand of Emergence has transformed the business, providing the strongest strategic and creative platform to power the brand into the future. A future where cyber security has never been more important.

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the good stuff

  • Brand strategy
  • Tone of voice
  • Visual identity
  • Art direction
  • Brand collateral
  • Brand guidelines
  • Website design

The Emergence wordmark is designed to leave a lasting first impression. Beautifully simple; clear and confident. The logomark, built from team values we developed in co-creation research and workshops, saw us hero the unique personalities that create the culture of Emergence.

Individual team fingerprints speak to the importance of the individual in the company collective, plus brand experience, and are used not only in the logo mark, but across presentations, business cards and more. The result is a more personal experience of an industry that is often portrayed as being complex and confusing for clients at the best of times.

At the heart of our creative strategy lives ‘Smarter Cyber’, our positioning, the differentiating idea that delivers competitive advantage for the business. Emergence helps brokers do their job better, and Smarter Cyber speaks to this, positioning Emergence as the specialist broker partner when it comes to cyber insurance.

In our rebrand, we retained the original ‘Emergence green’, as a base from which to expand the palette, while giving a nod back to the brand’s heritage. It’s a colour that the business and brokers love, and in our research revealed itself as holding great brand equity with stakeholders. Our primary and secondary typefaces balance human feel and technical appeal, the perfect creative combination, a hero of how the team works. While Emergence is all about looking after businesses online, it’s the service that the team provide offline that makes the experience an enjoyable one that brokers and businesses across Australia love.

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