Case Study
Saudi Arabian Cooperative Insurance Company
AgencyConstantine Corporate Communications
DesignationCEO
RoleBrand Strategist
Year2015–18
SituationThe oldest insurance firm in the GCC was losing relevance and market share to newer entrants.
ChallengeAn image so deeply ingrained in the market that changing it meant working against decades of familiarity.
BriefA comprehensive corporate identity programme to change SAICO’s image.
StrategyPositioned as the insurer that ‘insured generations,’ linking its past directly to its future, with navy and gold carrying the brand to a more premium financial register.
Scope of WorkCorporate identity and 360° advertising campaigns.
ResultTwo years of a comprehensive identity revamp brought SAICO back as a firm to be reckoned with.
NoteA first experience working in Saudi Arabia, spending close to a year shaping this insurance brand.
SAICO carried the weight of being the GCC’s oldest insurer, which meant its market position was as much a liability as an asset by the time we started. Positioning it as the insurer that ‘insured generations’ let the brand own its age rather than apologise for it, while a shift to navy and gold gave it the premium financial register it had lost somewhere along the way. Two years into the revamp, SAICO was once again a name the market had to reckon with, not just remember.