Sura Brand strategy, naming and identity
The specialist industry specialists
Sura (formally Austagencies) is a group of specialist underwriting agencies with a suite of brands covering a range of industries from taxis to film and entertainment. Sura pride themselves on giving brokers and their end customers complete security by providing insurance products purpose built for their particular industry. This positioning offers a unique and invaluable understanding of industry-specific risk.
End of Work were engaged to give Sura a clear focus and bring meaning and order to their ever-expanding portfolio of businesses and brands. After conducting a series of interviews and workshops it became clear that Sura's strength was their specialisation. End of Work focused them around the idea of being ‘the specialist industry specialists’, renaming them and developing a ‘house of brands’ architectural model to unite their stable of brands. The new brand identity is a modern take on a dovetail joint where two pieces of timber are expertly crafted to fit perfectly together to form one solid structure, conveying the relationship between Sura and their customers, industries and products.