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Branding Solutions

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Colseguros Insurance of Colombia rebrand to Allianz, with 3M solutions.

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Bottom Photo One

Colseguros has a long history in Colombia since its founding 130 years ago. More recently, in 1999, the well known regional insurance company began a collaboration with the German global brand, ‘Allianz’, culminating in the 2013 decision to rebrand completely to the Allianz name from ‘Colseguros a Allianz’ with a stronger retail focus.

Previous negative experiences of low quality materials, lack of guarantees and poor organisation from their sign and graphic providers became apparent in the initial fact finding meetings between 3M and Colseguros.

With a tight time-frame of just ten weeks and execution plan developed partly from their German-based Headquarters, Colseguros were impressed with the Brand Owner Services proposal from 3M Colombia to manage all aspects of the rebrand. An assurance of high quality and performance was established as well as a precisely defined plan of execution.

Colseguros decided to begin the project with 3M on a trial fee-paid basis and following an initial review of reliability and performance, agreement was taken to continue the project with 3M as the only provider to change the identity on two large administrative buildings and 35 retail bank agencies across the country.

All materials needed were produced in 18 days with just 6 days for installation on all sites.

Quality, warranted solutions used for the exterior signage included 3M™ Panaflex 945GPS, flexible sign substrate, 3M™ Scotchcal 3630 series translucent films and 3640-114GPS graphic protection system.

Voice of customer, following this rebrand programme, established that the Brand Owner was highly satisfied with both the new visual identity and the ability to meet both budget and deadline.

Colseguros were glad to have had a strong, long term, line of communication contact to 3M, so it was easy to gain their support at an early stage of the project. 3M were able to build on the client’s early feelings of reliability and trust, by clear communication and discussion on all stages of the project planning and implementation.

Finally, and in addition, the offering of new innovations by 3M to the project in the form of the 3M™ Visual Attention Service, enabled Colseguros to validate the correct positioning of their signage to gain maximum viewer effectiveness.