CII Personal Lines Knowledge Range


Our client, The Chartered Insurance (CII) was looking to launch a series of 4 qualifications for those working in the “Personal Lines” sector of motor, travel, pet and home insurance. Personal Lines is one area where it is likely that all members of the public will interact with the industry at some point in their lives. It is important therefore that the public are reassured that the people they are dealing with are not adequately qualified but display integrity and genuine care for their customers.

The CII’s own research identified that the target audience for the new qualification would be entry level and junior staff and those in customer services and support staff, a larger percentage of whom were females and with an overall demographic of younger professionals of between 25-40 years old.

In addition, the new Personal Lines products were aimed at not only getting people to sign up for these qualifications but simultaneously, the CII were wanting to encourage fresh talent into the industry by offering free online taster courses via the Futurelearn platform. Again, research suggested that the audience was likely to be young females looking for a career in insurance. They were also keen to present a different image of the insurance industry as being something other than middle aged men working in an office.


Think Armed with this knowledge, we carried out our own research into designing for different genders and ages. Our conclusions found that females are generally attracted to rounded lines and shapes and the use of many and bright colours with irregular typography compared to males. They would also prefer to see images of women that they can identify with.


Taking the findings of our research, we applied these to the design stage, producing four concepts and showing how each concept could be applied to a fully integrated campaign including press ads, social media, print design as well as large format graphics and online digital expressions of a printed brochure and short animation. Still working within the confines of the CII’s brand colour palette and in collaboration with CII over the final choice of images, the preferred concept of using paint stripes to represent making changes and a new/fresh approach to qualifications and learning was chosen. Refinements as specified by the client were applied and the final imagery selected was deliberately non-corporate to appeal to the younger professionals. The use of different coloured paint stripes suggested layering and depth, mirroring what those opting to study for the qualification will experience: new learning to build and develop their professional knowledge.


Having settled on the final elements for each phase of the chosen design, we produced the four individual qualification units as well as a brochure to be used by the CII sales team to explain the proposition. Rather than then replicating a printed document on line, in the design phase we had repurposed the artwork to introduce interactive navigation features as well as designing for mobile devices given more and more people, particularly in the target market age group, are downloading material to mobile phones and tablets. Short animations using a simple visual language developpe across all qualifications and simple transitions allowed us to create engaging animations professionally voiced. This is an extremely cost-effective way to extend the campaign and maximise engagement via the CII’s own website and also on the Futurelearn platform. Likewise a series of social media images were created to allow them the promote the new material over a number of weeks to build on the product awareness and drive interest in the new qualifications by linking to a dedicated page on their website.


The CII have been able to run a fully integrated campaign across all media to launch their new product range. The distinctly different style has drawn a lot of positive feedback and interest in registering for the qualification units from the target sector. In view of the positive reception for the design and associated materials, the CII are looking to take a similar approach to its next launch aimed at an international audience.

Feb 2020

Chartered Insurance Institute

Sarah Price

Paul Bailes
Creative Director

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