Brand Story

Over the last 165 years, we have worn a variety of different hats, from providing hope in the British financial crisis of the mid 19th century to providing the people of Trinidad and Tobago with the benefits of life insurance during the crisis, to consolidating and localizing the Trinidad and Tobago and Barbados portfolios with that of Jamaica and finally the Dutch Caribbean. Over 165 years of continuous service throughout the entire region as our community, and providing peace of mind to customers to let them know that we are here to help take care of the things they care for.

According to former Group CEO, Jeffrey Mack : “People ask me why we’re rebranding. The answer to that, I think, really lies in understanding what the core value proposition of insurance is, and really, it’s quite simple. The core value proposition of insurance is that we deliver financial peace of mind. Our customers want to know that in times of stress in their lives, whether it’s the loss of a loved one or the loss of a piece of property that the financial consequences of that loss are going to be taken care of. Now, for us to be successful, we have to be able to deliver that value proposition better than our competitors, and the best way for us to do that is to offer superior customer service at all of our touch points and we have to do that in a very efficient way and in a very caring way. Now, the key success for our group really lies in the size of our group but at the moment, we really don’t take advantage of the size of our group. We need to be able to operate as one integrated financial service organization that has a shared vision, a shared corporate culture and a shared image and that image needs to be of a large, strong, reliable and caring organization that delivers on that financial peace of mind. Operating as one team and with one vision, delivering superior customer service is how we’re best going to be successful.”

To support our new direction, we embarked on a company-wide process of rebranding starting with a revisioning of our mission and vision statements and extended the process right through to our brand image and corporate identity. For that, we engaged the design and advertising agency, IOM Caribbean.

Marlon Darbeau, Creative Director: “We began by considering the features Caribbean warmth and basic human communication. This brought us to the point where we analyzed ‘a smile”, which is a universal expression of positive energy. It was important for us to capture the energy, radiance and the brightness of this expression and its relation to what we wanted to achieve with the new identity. Exploring further, we began to look at truly Caribbean nuances of warmth, joy, happiness, ease and peace of mind. This led us to consider symbols like hammocks, sailboats, actual sails, even looking at modern architecture and how dynamic those expressions are in reality. This brought us to a critical point of convergence of all of these ideas into a one single identity.”

View Guardian Group logo