Finance & Insurance Communication and Branding

TURNING COMPLEXITY INTO SIMPLE COMMUNICATION

ATC – All Things Communicate works in financial communication with leading brands across credit and protection, from CNP to Willis Towers Watson, one of the world’s largest insurance brokers, and from Fineco to Banca di Asti. These clients differ in size and market, but all share the need to translate complex offers into clear value for their audiences, from trade partners to end customers.

Il sito web per la compagnia di insurance assicurativa CNP Italia

Il sito web finance realizzato per Willis Towers Watson

Il sito web finance realizzato per Fineco

Il format di eventi finance ideato per Banca di Asti

Digital-first communication

The agency has supported insurance and banking communication in the challenge of making the most of digital channels without losing the strength of human relationships. In insurance branding, reliability is demonstrated above all through simplicity. For this reason, the redesign of CNP’s corporate website brought together three audiences with different needs in an intuitive way: distribution partners, including brokers, agents and credit intermediaries, looking for sales arguments; policyholders, who arrive because of a claim or to access information; and prospects, who still need to understand the offer. This resulted in a content hierarchy built around the most frequently asked questions, an SEO strategy based on distinct search intents for each target audience and a backend with a secure-by-design architecture.

Il sito web finance per Willis Towers Watson

For Willis Towers Watson, we designed the platform dedicated to affinity, with a portal that informs prospects while also giving policyholders a space to manage their coverage: a B2B finance communication project developed through a fully user-centric approach.

Unconventional communication

Simplicity and relationships are also at the heart of another communication asset developed for CNP. To make multi-branch policies easier to explain, we created a web app that allows advisers to build the solution in front of the customer, promoted through direct email marketing and targeted campaigns, and complemented by a tabletop version for face-to-face meetings. Even with unconventional communication tools such as these, the look & feel remains rigorously aligned within the corporate identity, because branding in finance works when every touchpoint consistently conveys the brand’s values.

Il sito web per la compagnia insurance assicurativa CNP Italia

Beyond digital

The same principle applies to print. With Fineco, the collaboration has spanned very different areas, from materials for branches and photographic shoots for brochures to trade presentation boxes. Among the most representative projects is the redesign of the sustainability report, an institutional document transformed into a communication tool, because in bank brand identity a sustainability report can carry as much weight as a campaign: infographics, opening highlights for each chapter and a colour system built around the group’s palette, with innovation, transparency and simplicity guiding every design choice.

Gli asset di comunicazione finance realizzati da ATC per Fineco

Gli asset di comunicazione finance digital realizzati da ATC per Fineco

And let’s not forget physical spaces. Even as banking relationships increasingly move to digital channels, bank branding still relies on branches, which can become far more than simple service counters: for Banca di Asti’s lead generation activities, we developed a replicable event format built around local culture and excellence, including naming, graphic mood, a DEM saga and a BTL toolkit.

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