Background

'Priceline Protects' is life insurance designed by women, for women. The new brand is a partnership between AIA and Priceline.
AIA is the largest, independent listed life insurance group in the world. Priceline has over 180 pharmacies across Australia.

We were asked by Working Girls to develop an identity for the new Protects brand.

The new brand needed to attract Priceline’s existing client base. The new brand also had to complement Priceline’s existing master brand and products / services brands.

Solution

Lucas Melbourne’s brand solution differentiated and challenged the conventions of life insurance brands (typically masculine and aimed at men).
Our solution is bold, emotive and fresh, communicating care in a powerful and feminine tone. We also established a naming structure and design style for all future Priceline sub-brands. Design principals established for this project are now influencing other Priceline sub-brands.

The brand was launched in March 2011 and is being supported by an integrated campaign by Working Girls.

Priceline Protects

Brand expression
Brand Identity guidelines