Xische was approached to build a new brand strategy and identity to celebrate the digital-first transformation of the nation’s largest Takaful insurance provider.

Changing the face of insurance

Xische was approached by Takaful Emarat to capture its new strategy and positioning as a champion of innovation in the insurance market with a bold and refreshing brand strategy and identity. The identity, anchored by the letter T, is designed to emphasize the simplicity, clarity and customizability of the new Takaful Emarat. An extensive iconography language was developed using the primary shapes and colors from the logo, to represent the extensive range of general and health insurance products available to Takaful Emarat customers. Like the brand itself, all packages are customizable to individual’s insurance requirements.

Bold and bright

The visual transformation of Takaful Emarat is supported by a bold, bright communication style that demystifies insurance for millennial consumers with a refreshingly modern tone of voice. Xische delivered a comprehensive tone of voice guideline and one-year go-to-market strategy for Takaful Emarat to introduce a new generation to insurance with products and services that are designed for their needs, first. We trained internal teams to lead communication and design, and continue to support in an advisory capacity.