American Honda Insurance Solutions' (AHIS) Brand Identity work has significant relevance for Design. This was an opportunity to not only craft something sincere, memorable and deeply differentiated but at the same time become one with Honda’s core ethos of simplicity, security and a pure sense of joy. In a space crowded with jargons and hidden clauses, our work shone a spotlight on making insurance more accessible and less-daunting. We needed to go beyond aesthetics and shape lasting positive perceptions in minds of consumers who wanted to secure things that moved them.

Yes.

American Honda Insurance Solutions breathes the philosophy ‘All the things that move you are worth protecting’. AHIS is a licensed insurance producer covering diverse needs like auto insurance coverage for Honda and Acura vehicles, Honda motorcycles, ATVs and side-by-sides, as well as non-Honda, non-Acura vehicles, boats, RVs, homes, condos, rental homes and even pets

Honda makes some of America’s most well-traveled products. At the core, Honda is a mobility company, however Honda aspires to do much more.

Honda has set a goal of zero traffic collision fatalities by 2050. To help realize this dream, Honda is advancing vehicle sensing, AI and vehicle connectivity technology to create a Cooperative Car Society that is safer, more efficient and more responsive to the needs of Honda consumers[1]. A byproduct of intelligent, connected cars is the ability to study driver habits: how people interact with their vehicles, with the road, and other drivers. Honda provides this data back to its drivers in the form of a Driver Score on the HondaLink or AcuraLink mobile app, along with tips on safer driving. Honda Insurance Solutions, the newly launched Insurance arm of Honda, is intended to leverage this same data to reward good driving habits with discounts on auto insurance. This information also helps Honda’s team of engineers design smarter vehicles that are better able to avoid collisions. Honda Insurance Solutions is another way Honda hopes to make life easier for their consumers.

About: American Honda Insurance Solutions, LLC is a wholly owned subsidiary of American Honda Finance Corporation, which is a wholly owned subsidiary of American Honda Motor Co., Inc. American Honda Motor Co., Inc., is a wholly owned subsidiary of Honda Motor Co., Ltd., a Japanese corporation which is a worldwide manufacturer and distributor of motor vehicles.

[1] https://global.honda/en/stories/020/

American Honda Finance Corporation (AHFC) is a world class captive finance and financial services organization known for exemplary quality and consumer service. They embarked on a strategic initiative of entering in the Insurance business line, in the US, with its new brand - Honda Insurance Solutions.

In its pursuit of building a compelling brand identity for this pioneering venture, Honda found their partner in us. We were entrusted with the responsibility of not just creating a brand that had a unique blend of simplicity and fun but also reflected the true Honda values.

This gave birth to a classic, memorable, effortlessly recognizable, and playful brand identity that is committed to serve evolving insurance needs of millions of Honda consumers.

We partnered with Honda Insurance Solutions to unveil the complete Brand Identity, Website and Communication Design work within their expected budgets.

In the world of Insurance, where seriousness reigns supreme, there's a quiet revolution brewing – one that champions the idea that insurance can be both protective and playful. Picture a team that dared to infuse fun and play into every aspect of Insurance. American Honda Insurance Solutions (AHIS) isn’t just about protecting assets; it is about protecting dreams, aspirations, and the little moments that make people move.

Honda’s new tagline – “How we move you” encapsulates the duality of “moving people physically” and “moving people’s hearts.” So, when we were tasked to define the identity for Honda Insurance, we wanted to create a play on MOVE. This gave birth to the Tagline “Secure what moves you” and an equally playful iconography that moves. Truly, all the things that move us are worth protecting – and AHIS was here to help.

Target Audience: Affluent American families with an income over $500k.

Focusing on simplicity and encapsulating Honda’s core brand essence, we conceptualised their Brand Identity and crafted their Channel and Communications Strategy. Classic yet memorable, the new Brand reflected a cohesive character that was protective and playful.

A collaborative journey that featured a concoction of creativity, research and tireless execution shaped an identity that was immersed in Honda’s values and resonated with its loyal customers. We traversed the design funnel From Logo to Tagline, Fonts to Imagery with every other detail was meticulously crafted, honouring the true essence of the brand. This engagement started with foundational activities like standing up the Design System that formed the basis for all Channel design work along with Digital and Print media collaterals.

To unveil this new business identity, emailer campaigns were crafted and rolled out to millions of loyal American Honda consumers who brought their digital footsteps to the brand new website.

Value added to brand

In the world of insurance, where seriousness reigns supreme, AHIS champions the idea that insurance can be both protective and playful. Our goal was to collaborate with the AHIS team and create a brand identity that is deeply rooted in the Honda’s core values yet beams with fresh and joyful outlook on insurance. We pushed the envelope, by introducing fun gifs, hearty copy, and clean, modern design to simplify product information and make meaningful and emotion-driven connections with Honda’s consumers.


Value for consumer

-A delightful visual treat with simple yet stronger brand recall.

Reach/cultural impact

-Millions of existing Honda Finance consumers that trust the brand for its quality and reliability

Sales - N/A

Achievement against brief:

Extremely satisfied client stakeholders

Other KPIs:

- Bounce Rate: 32.5% (SimilarWeb.com)

- Visits: 50% growth (Feb to Mar’ 24)

- Demography: 32% (25-34Y) , 23% (35-44Y) with 51% Female Visitors