dot2dot graphic design
dot2dot Case Study
dot2dot are leading providers of specialist nursery insurance, with a really positive reputation in their field for comprehensive, uncomplicated cover solutions. The team at dot2dot had come to the conclusion that their existing logo and tone of voice were not really reflecting the company’s personality, its position in their sector, or how it wanted to be perceived by customers. So they approached us to ring the changes.
The Challenge
dot2dot’s old logo had a rather ‘spikey’ and unfriendly look – it was very much at odds with the company’s actual personality. It looked dated too, and not really in touch with the current brand, tone and the contemporary nursery sector. At Relative we were pleased to take on the challenge of revamping the logo to address these issues, and to develop a fitting dot2dot tone of voice. The aim was to produce creative that reflected the values and mission of the company, with a distinctive appeal to dot2dot’s target audiences.
The Solution
Having spent time collaborating with the team at dot2dot, we were all in total agreement that the nature of the nursery sector pointed to a softer, more relaxed treatment for the logo. We selected a friendlier font with rounded forms and took a graphic route that aligns with the kind of welcoming, inclusive identities that modern nurseries tend to favour. We chose a balloon to hold the ‘2’ to convey a friendly, playful, more approachable feel to the business. The resulting logo creates a strong standout from the colder, more corporate nature of typical insurance company identities.
Working from the cues set by the logo identity, we also created an easy to apply tone of voice document to help dot2dot staff write on-brand for all external communication.
Relative’s evolution of the dot2dot logo created the distinctive and approachable look the company was seeking:
- Friendly and helpful, represented by the all lowercase letters and rounded letter form font
- A sense of fun and playfulness that fits with the nursery market, highlighted by the balloon and handwritten ‘2’
- Distinctive in the insurance market, much less stuffy and corporate looking than the competition
- The dot2dot mascot, ‘Stanley Bear’ is a central part of the branding – he appears on most of the marketing material, with illustrations of him in different scenarios
- ‘The Bear That Cares’ strapline added in place of the previous ‘Nursery Insurance in Safe Hands’ underlines the softer, more friendly personality of dot2dot and represents what the brand stands for and the experience their customers have from dot2dot’s service
- Brand continuity maintained by using existing purple and green brand colours
- We also recreated the ‘Stanley Bear’ illustration to be more in-line with their new brand identity
The Results
dot2dot now have a logo that customers and potential customers can easily identify at a glance. The design we created separates dot2dot from all the competition visually.
Coupled with their now standardised tone of voice, the leadership team can be confident their brand and company values are represented correctly and consistently, in all forms of marketing and communication.
“Nothing is too much trouble for the team at Relative. Even during lockdown, they were as responsive and imaginative as always, helping us engage with current clients and impress prospects. They’ve helped us develop our brands so they reflect who we are as people and as a business, they’ve worked really hard to really ‘get’ us and it shows in the amazing work they do for us.”
– Mel Smith, Marketing Manager
We hope that this case study has given you an idea of our knowledge, experience, and expertise in this area. We specialise in graphic design & branding, website design & development, and SEO. If you have any questions, would like to find out more or would just like a chat about what we could do for you, please get in touch on 01204 493382 or [email protected]. We look forward to speaking to you soon.
