dot2dot

The background

Renowned for its comprehensive and uncomplicated approach to cover, dot2dot has positioned itself as a leading figure in the world of specialist nursery insurance. They have built an incredibly favourable reputation through their expertise and customer interaction, a testament to their passion, people skills, and dedication within their sector.

However, as their business evolved, the team at dot2dot began to recognise a growing disparity. Their existing logo and tone of voice were no longer resonating with the company's dynamic personality. Understanding the importance of a visual identity and communication style that accurately portrayed their growing success and evolving brand, they sought out our expertise.

Our services

Design studio

How we helped

Graphic design
Branding
Copywriting
Illustration
Tone of voice

The challenge

dot2dot’s old logo had a rather ‘spikey’ and unfriendly look – it was very much at odds with the company’s actual personality, values and ethos. It looked somewhat dated too, and not really in touch with the current brand, tone and the contemporary nursery sector. At Relative we were pleased to take on the challenge of revamping the logo to address these issues, and to develop a fitting dot2dot tone of voice. The aim was to produce creative that reflected the values and mission of the company, with a distinctive appeal to dot2dot’s target audiences.

The solution

The nature of the nursery sector pointed to a softer, more relaxed treatment for the logo. We selected a friendlier font with rounded forms and took a graphic route that aligns with the kind of welcoming, inclusive identities that modern nurseries tend to favour. We chose a balloon to hold the ‘2’ to convey a friendly, playful, more approachable feel to the business. The resulting logo creates a strong standout from the colder, more corporate nature of typical insurance company identities.

Working from the cues set by the logo identity, we also created an easy to apply tone of voice document to help dot2dot staff write on-brand for all external communication.

Relative’s evolution of the dot2dot logo created the distinctive and approachable look the company was seeking:

Friendly and helpful, represented by the all lowercase letters and rounded letter form font
A sense of playfulness that fits with the market, highlighted by the balloon and handwritten ‘2’
Distinctive in the insurance market, much less stuffy and corporate looking than the competition
The dot2dot mascot, ‘Stanley Bear’ is a central part of the branding
‘The Bear That Cares’ strapline underlines the softer, more friendly personality of dot2dot
We also recreated the ‘Stanley Bear’ illustration to be more in-line with their new brand identity

The results

dot2dot now boasts a logo that encapsulates their true brand identity. The new logo, realised through our thoughtful design process, ensures an immediate visual recognition for both existing and potential customers, setting dot2dot distinctly apart from its competition.

Alongside immediate visual identification, the voice of the company underwent a refining process as well. With their tone of voice now standardised, a consistent, unique and identifiable narrative threads through all their communication channels.

Together, these improvements have meant the leadership team at dot2dot are now assured that their brand and company values are not only accurately represented but also projected consistently through every angle of their marketing and communications.

Customer testimonial

People say the nicest things...

We’re not bigheads, show-offs or own-trumpet-blowers. There’s no need to be. Not when our clients have such kind things to say about us.

Mel Smith, Marketing Manager - dot2dot

Nothing is too much trouble for the team at Relative. Even during lockdown, they were as responsive and imaginative as always, helping us engage with current clients and impress prospects. They’ve helped us develop our brands so they reflect who we are as people and as a business, they’ve worked really hard to really ‘get’ us and it shows in the amazing work they do for us.