Miller Insurance

Harnessing greatness

With a 120+ year heritage and ambitious global growth plans, Miller Insurance reached a defining moment in 2023. Their five-year partnership with 7DOTS became the catalyst for a bold rediscovery, driven by strategic innovation and digital transformation. 

The problem we were solving was that Miller’s former brand and digital experience weren’t communicating their key differentiation and strength of proposition to the market. Their old website was hampering marketing efforts due to its inflexibility and inefficient operational constraints. 

This partnership showcases the power of strategy, technology, and creativity in delivering extraordinary digital experiences. By redefining their brand and digital presence, Miller Insurance is now positioned to scale with confidence, engage global markets more effectively, and drive sustainable growth. 

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The brief

 

The key objectives: 

  • Increase market visibility and reach new audiences  
  • Reflect Miller’s evolution and raise brand awareness
  • Differentiate from competitors and communicate their unique positioning 
  • Provide a platform to drive ambitious growth plans
  • Put in place a digital solution that was agile, efficient and scalable
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The approach


Bringing the brand to life

Through a collaborative process, the discovery phase helped plot out the path forwards. Miller wanted us to help them stretch beyond the sea of sameness and create something exceptional that could evolve with them into the future. Our unique research methodology combined both quantitative and qualitative methods. “Helping our customers thrive” was the overall viewpoint through which we explored the new brand in an interesting and unique way.

Shining a light on insurance as a force for good 

Instead of being an invisible force, 7DOTS supported Miller to shine a spotlight on what safety and security enables people to do and how insurance can be great for the world. While competitors may be shouting about how good they are, Miller is all about making great things happen for you. 

Harnessing greatness 

Traditionally, insurance may have been seen as safety seat belt, but we wanted to redefine it as a harness for greatness, adventure, and discovery.  

A harness allows you to swing out and try new things — to “go and be great”. 

 

We wanted the brand to reflect the nuanced and personal culture, to equip the company for evolution. Finding a way to represent the brand digitally, which can also evolve and grow with the times was an important consideration.
Brad Finlay, Creative Director, 7DOTS.

Creating a beacon identity 

We went on a journey through three creative routes, which were incrementally more progressive: evolution, revolution, and stretch. This led the team to a unanimous decision that excited everyone, stretching the boundaries of possibility to future-proof the evolution of the brand.

Finding a voice 

Consolidating the concept into a manifesto helped develop a language and sense of feeling. This created the direction for visual exploration resulting in a highly conceptual and dynamic visual identity.  

Ensuring the website's future success 

We immersed ourselves throughout the business to understand the communication needs of each business unit and regional operations. These insights were combined with in-depth customer research, including a Search Landscape Review (SLR), in depth data analysis, and the use of proprietary tools that helped us to identify gaps and opportunities in the digital landscape. 

7DOTS attributes framework

We used our digital experience attributes framework to ensure we created a truly effective experience. Translating research into content themes, we could use these insights to inform information architecture and content hierarchy, to drive organic performance with intuitive navigation to scale for global growth. The design system was developed to create a compelling user journey and deliver key success metrics.

Technology solution 

It was important we put in place a technology solution that provided agility, scale and operational efficiency. It needed to support global consistency, while delivering the right level of regional flexibility. To do this at an enterprise-level, open-source CMS was selected, and carefully architected to create a future-proof solution. The website was also carefully integrated with the CRM platform, to avoid data duplication. Advanced tracking, analytics and reporting dashboards were created to measure success metrics and provide business intelligence. 

Insights brought to life through digital  

Working on the brand and digital experience concurrently meant we were able to share insights from both workstreams, to ensure that the brand was brought to life through the digital experience effectively.  

Ultimately our goal with the new website was to help create an effective customer experience journey across all touchpoints, that brought people closer to the brand. 

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The outcome

“Go be great” redefines a traditional cost into a catalyst for growth and greatness. 

Evoking heritage while embracing innovation, the refreshed digital experience is sleek, immersive, and uniquely Miller. 

Brand revitalisation brought to life through all interactions

We created a new comprehensive brand kit to communicate the brand with consistent cohesion across all touchpoints.  

The imagery captures beautiful moments of movement and colour through tight photography intended to resonate with the businesses and beneficiaries of the insurance policy.  

The new logo directly references Miller’s founder, and the personal relationships developed over decades, with the reliability that a deep personal sense of responsibility offers. 

This successfully brings to life how Miller Insurance put their name and reputation on the line with every interaction. 

Category-leading digital experiences  

Ultimately the new website creates a category-leading digital experience, driving greater organic reach, deeply engaging new and existing audiences, and driving the desired performance outcomes that support key business objectives.  

The platform has been structured so regional sites could be quickly and easily rolled-out in future. Even going so far as building in an automated translation tool, powered by AWS, to make the global distribution of content much more efficient and accessible. 

The brand device inspired by the synchronised movement of a murmuration reflects a dynamic team that moves as one—adaptive, agile, and in sync with clients and the changing market. 

 

We’ve been lucky enough to partner with 7DOTS for over 6 years, but most recently, their support has been truly invaluable in transforming our brand and digital presence. Their expertise and dedication have been instrumental in shaping a client-centric, industry-defining global brand—one that will enhance our market visibility, helping us to reach new audiences, and reflects Miller’s evolution. They have ensured our new digital presence not only aligns with our ambition but is also built for performance and growth. The team takes the time to listen, understand our challenges, and work collaboratively to find the best solutions. They don’t just execute—they partner with us to navigate complexities and drive real impact, making them an essential extension of our team. 
Jon Screech, Head of Marketing, Miller Insurance LLP. 

About Miller Insurance

 

Miller Insurance are a leading independent specialist (re)insurance brokering firm with a global team of over 1000 people. As Chartered Insurance Brokers, they operate in Lloyd’s, London, and international markets. Working in collaboration with a range of companies and individuals, Miller focus on making great things possible. 

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