Miller Insurance

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 a 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”. 

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. 

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.