Barbican Insurance

The Brief

With the previous website built in 2009 and looking dated, Liquid Light were tasked with creating a dynamic and visually compelling website that reflected Barbican’s current modern and progressive status in the market.

A key aspect of the brief was helping Barbican reposition themselves from a high growth operation to an established player.

The Challenge

The biggest challenge was to create an online brand that allowed Barbican to stand out in a competitive market place. Barbican had already been through a branding process and had rolled out offline material. This meant that we needed to strike a balance between working within the guidelines and working with them to create something uniquely exciting that would differentiate their online presence.

One of the other interesting goals of the project was to create a new website which enabled improved access to Barbican’s underwriters and better highlighted the breadth of product lines offered. The challenge therefore was to create a website that enhanced the cross sell of products without this getting in the way of brokers wishing to quickly contact specific people.

The Result

Through the use of mood boards we were able to quickly iterate through a series of options to suggest how Barbican could position itself so that it stood out from competitors. Establishing a concept around ‘clarity in complexity’, we threaded this concept throughout the website with the use of imagery and textures.

To support this theme, the content within the website was made more accessible through more concise marketing messages; whilst also promoting other product lines, resulting in an improved cross sell.

Finding key contacts was enhanced using a new prioritised and intuitive search tool as well as more focused listing of contacts on individual product pages. There is obviously a dedicated contact finder.

Whilst it is too early to discuss any real world results as the website has only just launched, the website process has delivered real world cost savings.

As part of a brand constancy exercise, a corporate font was being rolled out. On examining this we realised that by choosing a subtly different font with a different license a significant cost saving (approx £25,000) could be made.

The addition of a powerful CMS platform based on TYPO3 CMS provides additional cost savings due to Barbican being able to manage their website content in-house whereas previously this needed to be managed by a third party agency at a cost.

In 2016, Barbican Insurance was awarded a Gold Horizon Award in the Bank / Finance category, the top award to be won. It has also won the IMA Best in Class Award for the insurance category, and achievement that only a fraction of the IMA nominees earn each year.

Liquid Light were a pleasure to work with and showed huge amounts of creativity and originality in providing solutions to the many complicated challenges that we threw at them. We wanted a website that was accessible, intuitive and user friendly but with multi-level functionality and sufficient depth of content to showcase and cross sell our broad and complex range of products. Liquid Light’s experience were invaluable in not only delivering on this but also challenging us on a number of preconceptions around what was truly valuable and important to our customers. Through a combination of insight, patience and constant creative solutions, Liquid Light have created a dynamic and visually compelling website that helps reflect our modern and progressive status in our market and differentiate Barbican from our peers. We would have no hesitation in recommending Liquid Light and are now using them to help develop our digital platforms across our subsidiary companies too.

Patrick Palmer, head of marketing and communications at Barbican Insurance Group