The brief

LV= had just re-branded and had ambitious growth plans.

They wanted to be the fifth biggest car insurer in the UK. And they wanted to achieve this goal within five years.

Through research, we discovered that the insurance market was cold, negative, dry and price-driven. We needed to give LV= stand out positioning – an antidote this mundane environment was a good place to start.





LV= Car Insurance TV advert: Make it Better

Making of stills

The strategy

Look after what you love in life

After analysing the research findings, we thought – wouldn’t it be nice to be positive and to talk about love instead?

The new identity and look and feel needed to be strong enough to run across all communications – from TV and outdoor to banners, press and DM.

So we came up with the brand idea ‘Look after what you love in life’ and developed the complementary green heart icon.

The results

Not to fifth as planned but third. And a year quicker too.

3.1m car customers

696% sales growth

Who we’ve partnered with

Working together, we’ve delivered hard-hitting, target smashing, award winning creative for these great brands.

"Designate re-shaped our brand, absolutely understand what we’re about and what we’re trying to achieve as a business, and we see them as an important extension to our own team."

Jane Perkins, Marketing Manager, Ansvar

“Designate always push us to think outside of the box. Plus their creative ideas are always married with a strong business target and focus."

Polly Ashman, Communications Manager, Mark Warner

“Designate really get the Kuoni brand. There's a strong blend of strategic thinking and creative and they are as protective of our brand as we are."

Dean Harvey, Marketing Director, Kuoni

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