Objective
Allianz Life Insurance Company of North America (Allianz), a part of one of one of the world’s largest companies and money managers, hired Fusion Hill to develop its brand strategy.

Methodology
Our process included more that 75 interviews with senior leadership, key internal stakeholders and external partners who represented the entire distribution channel (variable and fixed; FMO’s; agents, brokers and advisors). Simultaneously, we audited all the current collateral as well as the competitive landscape.

Outcome
Based on our research, we created the Allianz brand essence and personality. We redesigned the collateral architecture to create a hierarchy of messages, tell the right Allianz story, and support the producer in the sales process.

We brought the brand to life visually through multiple image system concepts. Allianz selected one direction and we then executed materials and created brand guidelines. Our deliverables included:
• Brand essence and attributes
• Brand personality
• Collateral architecture and maps
• Image system
• Brand guidelines
• Image library
• Capabilities brochure
• Flash screensaver
• Employee roll out plan

We partnered with Allianz in the roll out of the new brand by presenting to corporate leadership, the U.S. and global marketing board and then to employees at brand workshops.