The Core Agency create new brand and website for Mitti

15 October 2020

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The agency was responsible for developing the brand strategy, tagline and identity.

Independent creative agency The Core Agency has created a new brand and website for new insuretech player Mitti.

Mitti is a joint venture backed by long standing agency client QBE, one of Australia’s largest general insurers, and SafetyCulture, a home-grown success story that pioneered the use of data to make workplaces safer.

The name Mitti was selected as it abbreviates the new brand’s key benefit – mitigating risks before they happen.

Mitti is also championing the use of smart monitoring devices and digital tools to prevent accidents and reward customers with lower premiums.

The creative process started with a collaborative workshop between the client and agency to land on a differentiated, yet meaningful, brand name.

The Core Agency were then responsible for developing the brand strategy, tagline and identity.

The entire look was made to communicate the pairing of data and people.

This was then taken through to a website – the new destination for the brand.

The agency developed the UX and UI, then worked in partnership with Herbert Digital on the custom build.

“It’s been so rewarding to work on a different kind of insurer that genuinely partners with its customers to protect them," says The Core Agency business director Bec Turner.

"The whole team were so inspired to create a brand that would do this proposition justice.”

Mitti general manager Danial Cummins says the company wanted a brand that reflected that it was more than just insurance.

"The Core Agency has been instrumental in building out our visual identity to convey who we are and the message we want to portray to our customers," says Cummins.

"In a very crowded market, the brand is inviting and distinct and we’re really pleased with how it blends the maturity of our industry with the youthfulness of a startup.”

This latest creative work comes off the back of the agency’s announcement last week that they’ve expanded their creative department with two new hires.

The agency’s client list includes IGA Supermarkets, QBE Insurance, PwC, Just Better Care, Key Pharmaceuticals, Evergreen Garden Care, Elders Insurance and Beem it.

Client: Mitti Insurance
General Manager: Danial Cummins
Marketing & Communications Lead: Megan Duckworth
Product Design & Delivery: Jeffrey Quach

Agency: The Core Agency
Founder & Creative Partner: Jon Skinner
Founder & Creative Partner: Christian Finucane
Business Director: Rebecca Turner
Strategy Director: Andrew McCowan
Account Director: Joseph Rosslind
Snr Copywriter: Kevin Macnamara
Brand Design: Nick Williams
UX/UI Design: Nick Williams
Web Development: Herbert Digital

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