Keeping the Roof over your Head

Brand Strategy
Payoff-line Development
Creative Concept Development
General Brand Design
Content Generation
Website Design
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Project Scope

CIA is an award-winning building insurance underwriter, headquartered in Johannesburg with branches across South Africa. Originally tasked with redesigning just their website, we soon realised that a holistic rebrand would better suit their vision for the company.

CIA’s brand strategy workshop revealed an industry leader with family-values and an incredibly tight-knit team. This reflected strongly in their brand personality – passionate, real and productive – and led us to a brand purpose of We keep the roof over your head.

The CIA logo was completely rehauled yet incorporated the original “swoosh” on the A, reflective of a roof. A holding device was designed by creating a 3D box (representing a building) with guidelines on logo placement and space that allows for a positioning or marketing statement, depending on the application. The original colour palette was enhanced to allow for a more iconic and ownable red, with a secondary range of blue accents and gradients used only in treatment of photographs, as per the company’s distinct photographic style.


We have collaborated with clients across numerous industries ranging from insurance, eco-tourism, law and hospitality, amongst many others. Click on the below case studies to view some of our latest work.