Saudi's leading insurer transformed by Enterprise IG

Enterprise IG has successfully created a new brand identity and name for Tawuniya, which is synonymous for its position as the Kingdom's leading insurer. The branding agency has also been behind the essential internal brand architecture modifications that have led to the creation of Tawuniya, the new name for the highly successful NCCI.

Hani Saigh, Tawuniya's Marketing Communications Manager says "Enterprise IG has successfully partnered with us to develop our new brand identity and name change. They clearly understood that it was essential we communicate that, as the premier insurance provider in Saudi Arabia, we are still the same company that you know, trust and love - but we are moving forward and looking to the future through strengthened customer relations."

Enterprise IG's rebrand of NCCI to Tawuniya was born from a need to deliver a stronger value proposition to consolidate the company's position amid increased competition. With the recent opening of the Saudi Arabian insurance market and subsequent increase in competition, Tawuniya chose to bring its brand back into synch through its partnership with Enterprise IG.

The NCCI brand had long been established as the leader in the Kingdom's insurance industry and through its vast network and local experience had become the most trusted insurer in Saudi Arabia. Despite this positive perception the company needed to reflect the organisation's leadership and premier position in the market, which was built around quality and a subsequent high rate of satisfaction.

Always the premium company for insurance in the Kingdom Tawuniya's services garnered huge levels of satisfaction. However, the quality at which the organization operated needed to be communicated and the brand was no longer in synch with this. After in-depth research on NCCI's retail and corporate customers, it was clear that although there was strong awareness, there were inconsistencies that could have threatened the brand during this time of increased competition such as the dual names that the company was known as by different market segments.

Enterprise IG's Head of Strategy, Michael Hughes explains,

"We leveraged NCCI's brand heritage to reposition the brand as the premier insurance company that delivers dependable cooperative products and services. The brand that makes you feel secure, always. To deliver on this positioning we evolved the brand with a new name, identity and created a strong and distinctive personality that enables the brand to fulfill its true destiny."

Tawuniya is the simplification of the Arabic word for 'cooperative' and was already established amongst the related customer base by this name. Enterprise IG assert that the new name and identity takes ownership of the co-operative insurance category and evokes a strong emotional connection to customers as "cooperative", which is the only accepted form of Islamic insurance.

Meanwhile, an evolution of the previous identity was developed to build on the company's current success and heritage and emphasise the new positioning of feel secure, always

"The new identity is far more approachable, simple and iconic. The use of more sophisticated colour palette and the development of a dynamic and engaging visual language will allow Tawuniya to consistently deliver their world-class products to the market," explains Michael Hughes.