Touchstone Underwriting


Brand Identity

2017 — 2018


        Touchstone is an insurance company, part of Seventeen Group which was founded in 1982. In 2017, it was granted prestigious Lloyd’s Coverholder status. That year, it was voted one of the nation’s top rated MGAs. An award won again the following year.


        Despite being a successful underwriting firm, the previous Touchstone Underwriting brand had grown tired, dated and blended into a sea of other firms within the insurance industry.

Having successfully worked with the company a year earlier on the rebrand of a smaller sub-divison, I was given the brief to rebrand the whole organisation.

Meaning of the mark

I developed a flexible, recognisable identity system based on the monogram that I created for the logo.

The monogram is modern and distinctive, made up of just three shapes, each of which represents a letter from the full brand name. This simple icon sits alongside a wordmark in the main logo, but can also be used in isolation in certain applications.

Press executions

In addition, these three shapes can also be separated and used in the brand’s communications, making each execution the company produces consistent and eye-catching, whilst re-inforcing the new logo.

Using this strong framework, the design system was applied to a wide variety of internal and external communications.

I also created an 80-page brochure outlining the products Touchstone provide to their client’s in a far more understandable and streamlined way than before the rebrand. A colour-coding system was also introduced to give each department a distinct section.

To support the launch of the new identity, I produced an extensive brand guideline document, for use by their in-house designer, other employees and various third party marketing agencies. In addition to this, I have supplied a suite of master assets and layouts, as well as providing an oversight role as the brand begins to roll-out.

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