Ready, steady, ROCK! A ‘not-so-new’ Kid on the Insurance Block

Here we were, the year was 2022 and we were briefed by the founder and chairman of Swan Group, Mr. Joseph Akiki, of his plan to launch a new insurance company in Lebanon. We thought to ourselves, “who needs another insurance company in Lebanon”, right? But it turns out we all do. 

Hear us out. 

Swan Group is home to many insurance companies, of which, CML (Caisse Mutuelle Laïque) which has been on the Lebanese market for over 30 years, offering health insurance products to tens of thousands of adherents across the country and providing a mutual approach to insurance, through its customer service and more importantly through its added benefits in terms of access to family medicine physicians, dental labs, etc. 

When the opportunity presented itself for Swan Group to get immersed into the traditional insurance offering, the vision was to take on this exciting project and build it on the foundations that have been carrying CML and the entire group: Socio-economic progress & an empowered community. 

As such, and with the wonderful baggage of the group, ROCK Mutual Insurance was born with the aim to enter the world of insurance from  a place of empathy, transparency and most importantly, people-centricity. 

The name ROCK Mutual Insurance (hereon referred to as ROCK) came from Mr. Akiki, to showcase the solid background that the company has emerged from and to symbolize the solid offering for those who will subscribe to ROCK’s offering, while keeping a hint of the world of mutuality that is dear to the group. 

For us, the founder’s clear vision, unparalleled passion and drive, set us on the right track. And so our mission started, to bring ROCK to life as a brand that will become accessible to all. 

It began with the identity; though different propositions were provided, the decision went toward the one symbolising: stability, strength and safety. 

But it wasn’t just about the stacking of the rocks. The shape discretely alludes to the shape of the cedar tree, reinforcing that the Lebanese community is at the heart of this venture. And finally, at the top of the stacked rocks, you will notice a subtle human shape, bringing everything back to the person and how ROCK holds their best interest as an utmost value. 

All in all, with its varied symbolism, the brand remains sleek, simple and most importantly different and recognizable. 

To build on this, we added color codes to the brand identity. Each color represents a product line and makes the visual communications overall more interesting and engaging.

Once we got the green light from the management team, the next step was to create the different collaterals to be able to sell the different product lines:

- Stationery
- Business cards / e-signatures
- General conditions
- Technical sheets
- Policy folders
- Adherent cards 

It all started taking shape and coming together beautifully. 

We developed a temporary company profile and a website while working on the full content for the complete profile and website.

One of the most exciting parts of the project was working on an internal communications campaign, addressed to all employees who will be working within the ROCK infrastructure. It was crucial to address them and explain to them why this addition to the group was important and how it won’t derail the spirit of mutuality that has been a cornerstone of the group since its inception. 

And so, the campaign “We have a story, you’re at the heart of it” was developed, highlighting that ROCK is not simply a newly created enterprise, it is a company that is part of a group that has existed on the Lebanese market for over 30 years. The people running the company have each contributed to the creation and development of ROCK and so this campaign was a nod to them, to remind them of the guiding values of this newly established entity: 

People centricity / Empathy / Transparency 

The storytelling emerged from the employees themselves, through their own accounts and stories from their time in the group. This was captured in a compelling video that was showcased to the entire team during a team building day and it culminated with a video with Mr. Akiki, addressing the team and giving his part of the story and sharing his contagious passion with everyone. 

Finally, to commemorate this new era, mementos of this campaign were shared with each one, tumblers, notebooks, etc. 

This project is close and dear to our hearts, because we’ve been working with this group and the wonderful humans behind it for many years now and because we have been with them every step of the way, bringing their ideas and objectives to life through strategic and visual communications. 

We look forward to continuing developing ROCK and showcasing it to the entire Lebanese population!