Branding Insurance Mavens

Maven Insurance is a regional and metro insurance brokerage and the brainchild of some of the Surfcoast region's brightest insurers coming together with a specific goal in mind. These insurance Mavens believed that personal relationships were the missing piece from most broker's offerings.

– Brand Strategy
– Identity
– Corporate Comms
– Environmental Design


SMEs tend to deal with a mix of complex and direct insurance coverage every day. Most SME owners have enough to worry about without getting caught in the tangled web of insurance. They need experts to guide them through the fine print or to just take it off their plate entirely to make sure they're paying for the right coverage and have someone to lean on when something goes wrong.


Fluid developed a retail-ready insurance brand that was geared to appeal directly to these business owners. The process started with a strategic overview and workshop to align the joint-partners. Once a brand positioning had been established, it became clear that the business wanted to be a challenger brand to some of the larger competitors in the region. Not disrupting the way in which the category traditionally operated, but rather standing out in the way it presented itself.

After a lengthy naming process, the name Maven was trademarked and the team set to work establishing a look and feel that could flexibly cater to two key audiences. The time poor trade business owner, who needed an insurance Maven to visit them on-site, understand the risks and challenges of their job and deliver an insurance solution that catered to all their needs. The second audience were those who needed to be across the details of the insurance, interrogating each microscopic detail so they could be best positioned to take full advantage of their cover.


Maven Insurance launched in October 2021 and quickly found the business building pace.

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