The Chartered Insurance Institute

A fresh perspective.

the challenge

The Chartered Insurance Institute (CII) is a professional body for the global insurance and financial planning profession. It is formed of five societies, which includes the Personal Finance Society (PFS).

Firstly for the PFS, and then for themselves, the CII approached us to design a membership guide that would be sent to the society’s members.

Whilst following brand guidelines and their in-house photography style, our creative team were tasked to create a more visual and appealing guide.

the solution

With the previous membership brochures struggling to engage readers, our team approached the new guides with a more friendly, creative and relaxed style.

When designing the guide for both CII and PFS, every page was approached with intrinsic detail and care. To soften the layout and create a more inviting feel for each spread, we combined the core brand style with hand drawn elements and carefully selected fonts and styles – all designed to engage readers.

With content already provided, we worked closely with the PFS and CII teams to narrow down the imagery, which all reflected their photography style. This allowed us to quickly adapt to any changes or new ideas.

Our creative team used different styles of imagery to bring every page to life, giving the guides a unique identity. For example, strong hero imagery was used at the start and end, whilst a reportage style was chosen for the inner spreads, allowing for clearer typography to emphasise messaging and allow more breathing room for content.

the results

Both membership guides were given a fresh, appealing and unique look. Our team printed and delivered 20,000 guides to members, who were all impressed with the creative nature.

Pleased with the creative - the relaxed, friendly and original style has now been implemented into the brand guidelines for both CII and their associated societies.

“It's been a real pleasure to work alongside Jask on this project. With their creative eye, the design team immediately brought our brand vision to life, allowing us to create authentic, fun and eye-catching guides. We’re really pleased with the results and we’ve already received a lot of positive feedback internally and externally. We look forward to working with Jask as we continue to expand our membership portfolio. ”

Samantha Mitchell, Chartered Insurance Institute

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