A landmark project in Eugene Burns’s portfolio is the rebrand of Eagle Star into Zurich Commercial. Much more than a simple rebrand, the project involved a complete business revamp for Zurich Commercial as it emerged from ownership of BAT Industries.
The new European brand needed a fresh approach for both their own products and for the all-important IFA market, who were the crucial audience for recommending their products to end clients. Eugene developed a new strapline ‘Your future in mind’ growing out of the new brand proposition his team developed for the company of ‘meeting needs before they formed’.
The brand relaunch using fresh, iconic imagery combined with punchy, often witty headlines was integrated across all media and offered a brand promise clients could believe in.
The play of copy against image was a revolution for the financial services sector and went on to be nominated for many design effectiveness awards and had a measurable impact on the profitability and success of the new UK brand.
