Project Description
The Task:
We were asked to create promotional elements that King Price could give to brokers and key clients. The objective was to promote the King Price brand and communicate their four offerings – Personal, Business, Community and Engineering insurance.
The Idea:
We created a deck of cards. Not something that one would normally expect to receive from an insurance company – but something this accurately reflects the King Price way of standing out from the crowd. The four suits were illustrated to represent the four families of products within the King Price kingdom – Personal Insurance (hearts), Business Insurance (diamonds), Community Insurance (clubs) and Engineering Insurance (spades).
Gold was chosen because it is synonymous with royalty and something of value. We wanted the cards to be ornate and ‘bling’ – to be desirable, memorable and relevant. King Price is a ‘fun’ brand and the cards reflect the brand personality.
Each King, Queen and Jack was customised and illustrated specifically to represent the insurance offering – the Personal Insurance cards have illustrations of cars, household contents and portable possessions, while the Engineering Insurance cards have illustrations of machinery and construction elements. The Ace cards within each suit feature elaborate typographical illustrations of the A.
Every detail was taken into consideration – from the 24-carat gold foil-embossed textures applied to the surface of the cards (e.g. in the beating heart and flashing diamond) through to the sparkling braai tongs and accentuated chevron tape.
