Travel Insurance Direct had a strong product and a clear offer, but in a crowded insurance category the brand lacked the personality and distinction needed to stand out. While the business was performing well, the brand needed to do more than sell insurance — it needed to connect with travellers before, during, and after their trip. Enter End of Work.

We were engaged to create a brand identity that would give Travel Insurance Direct a more distinctive presence, clearer positioning, and a stronger voice. Through strategic workshops, we identified an opportunity to position the brand not simply as travel insurance, but as a trusted travel companion — providing support, assistance, and reassurance whenever customers needed it. We abbreviated the brand name to TID and developed a bold identity centred on a logo that became a “window to the world.” Combined with dynamic travel imagery and a flexible colour palette, the system conveyed movement, possibility, and adventure. Alongside the identity, we developed a down-to-earth tone of voice that brought warmth and confidence to every touchpoint, from advertising to digital communications.

The brand promise was captured in the tagline: “We’ve got your back.” The result was a more confident, distinctive, and customer-focused brand that helped TID stand apart in a competitive market. Following the launch, TID recorded its strongest sales month ever, marking the start of a stronger relationship with travellers.