Adroit Insurance & Risk

Brand Strategy Acumen

Adroit is a leading insurance broker in regional and metropolitan Victoria servicing over 25,000 individuals and businesses

Overview

Then known as Adroit Insurance Group, Adroit came to Fluid looking to reposition their branding with a new strategy. The new branding had to better convey to audiences what Adroit’s brand promise was. Taking a hard look at what the value that Adroit offered was, and how they represented that in their name, visual identity and behaviour.

Following an audience research and segmentation phase Fluid aligned the Adroit brand around two key insights. Adroit was so much more than ‘brokers’ of insurance products. Adroit’s success was in their ability to build genuine relationships with their customers, understanding their needs and delivering a full spectrum of risk management advice and expertise. Fluid rebranded Adroit Insurance Group to Adroit Insurance and Risk.

Brokers would now be titled ‘risk advisers’ better reflecting their relationship as partners, experts and advocates for their clients. The new visual language evolved the brand’s distinctive brand assets. Using dark blues and steep angles with hits of red that highlighted key messages including the new streamline ‘Take on tomorrow’. The line announced the value that Adroit’s risk advisers offered their clients. A promise that they would be there for the long-haul, to provide support and expertise so they can take on tomorrow with confidence and peace of mind.

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In 2018, owing to ‘Adroit’s focus on acting first and foremost as a specialist risk adviser to its clients, alongside its strong fundamental of partnerships’ multinational insurance giant AUB Group acquired a majority stake for a reported cost of $21.69 million. Adroit Insurance & Risk went on to win both Brokerage of the Year (20 Staff and over) and Australian Brokerage of the Year at the 2019 Insurance Business Awards.