Innovation in a regulated and stuffy market
Aspen are global specialists in insurance and re-insurance. They operate in a hugely competitive, high value market. True have been their digital partner since 2011.
Aspen wanted a powerful new online presence, including a global website, a Risk Management website, a company intranet and a gallery website to showcase their impressive art collection. Their ambitious brief had two key objectives: to develop a rich and premium brand experience online and create greater stand out for the business; to offer increased user engagement, establishing and nurturing new relationships.
We conducted 70+ stakeholder interviews and in-depth user research to agree the priorities and define a whole new information architecture for the website. True worked collaboratively with Aspen and their branding agency, The Partners, sharing initial thinking and different iterations of the design work. We validated our thinking with user testing.
As part of the discovery phase we discovered that Aspen has lots of great stories they can’t tell. We needed to find a way to showcase their unique approach without breaking confidentiality.
Our website content strategy was to deliver The Essential Opinion - valuable points of view from Aspen experts that take a 360 perspective and help brokers have more interesting conversations with their clients.
The Aspen app was created to provide the brokers with this information on the move, allowing them to catch up before meetings and easily share.
We designed and delivered SEO training and style guides for Aspen’s in house writers, designers and developers to protect the integrity of the brand and ensure that all Aspen systems are effective, consistent and usable. We also defined a Social Media policy, and ran inventive recruitment campaigns using animated stories to attract creative minded candidates through Facebook and Linkedin.
Aspen’s commitment to creativity and innovation is clearly seen in their contemporary art collection, on display in their offices worldwide.
True created an online art gallery, also available via an interactive Surface table in the reception of their London office, and invented an annual online art award in collaboration with The Contemporary Art Society.
Aspen show how a well defined brand and purpose give your business a strong foothold in turbulent times. The business is recognised for strength, expertise and knowledge. In the first quarter of 2018, Aspen wrote more than a billion dollars of premium for the first time in their history.
True and Aspen are a long-standing partnership with shared ambitions - we both take pride in really understanding our clients’ challenges and bringing creativity and innovation to solutions. We’re very proud of what we’ve achieved together. Lindsey Richardson, Senior Account Director, True