Chubb

ACE Group, one of the world’s largest multiline property and casualty insurers, had just had its $28B bid accepted for Chubb Insurance. The new entity would be called Chubb making it the world’s largest publicly-traded insurance company.

But buying a company is easier than integrating one—especially when the cultures are different. ACE, founded in 1985, was a Swiss-born, international-operating, tech-driven powerhouse. Chubb, founded in 17XX, was an American-born company tailored to high-net-worth individuals and known for its legendary claim service.

Evan Greenberg, ACE’s Chairman and CEO, asked COLLINS to help him merge the two culturally different cultures, leveraging the strengths of both.

After extensive stakeholder interviews and culture assessment, they shared a commitment to craftsmanship. ACE covered many types of highly complex risk—environmental liability, cyber liability, specialty liability, to name a few—where the underwriting demanded meticulously design. Chubb had built a formidable reputation on its "always pay the claim," a commitment to customer experience excellence.

The platform we developed, “Certainty through craft” spoke to the cornerstone of each culture, providing Mr Greenberge a theme he returned to again and again as merged two company identities into one.

We then designed a new, comprehensive Chubb brand language. We aimed to reflect the same characteristics and principles Chubb provides: simplicity, clarity and certainty. We chose to balance the simplicity of the new logo with a variety of changing, vibrant colors, symbolic of the ever-evolving business of insurance as well as the diversity of Chubb’s offerings.

The new Chubb brand represents two key pillars of expression; an efficient and meaningful transition into one unified brand experience; and a compelling communication of the strengths of the new company’s commercial, personal property and casualty insurance to customers and partners around the world.