Brand: Bryte Insurance Company Ltd
Agency: Instinctif Partners
In 2017, South Africa was mired in ongoing economic and political uncertainty and the news of the exit of global businesses (such as Barclays the year before and General Motors) was causing major concern. Global insurer, Zurich, which was a well-established business in Southern Africa servicing a diversity of businesses and consumers, was also amongst those global players who decided that the investment case for the market was too risky. They decided to withdraw from the country.
Following Zurich's decision to sell its South Africa and Botswana assets to Canadian headquartered, Fairfax Financial Holdings – a relatively unknown entity in the South African market – the decision to rebrand the business as a consequence of the divestment was taken. It was critical to mitigate against potential negative sentiment from the show of 'bad faith' in the country by the parent company and to secure reputational resilience for the existing organisation and its employees as it transitioned into the new brand.