Reimagining an insurance provider around its local community.
Masbro
Masbro is a Gibraltarian insurance provider that has served the local community since 1985, building a strong relationship with its customers over decades of service.
Positioning itself as “Gibraltar’s favourite insurance broker”, Masbro has always had a close connection to the place and people it serves. The opportunity was to create a brand identity that reflected that relationship more clearly.
Masbro had reached a natural point of reflection. As the business reviewed its physical space, customer experience and wider brand presence, it saw an opportunity to present itself in a new light.
Its existing identity no longer reflected the people behind the business, or the relationship Masbro had built with the local community. The brand still needed to feel professional and trustworthy, but there was room to introduce a sense of playfulness and personality that had previously been missing.
Our strategic process began by sitting down with Masbro’s leadership team to understand why the business wanted to make this shift and what the new brand needed to communicate.
What came through clearly was a desire for Masbro to be seen as part of the community, not separate from it. That insight shaped the direction of the brand, shifting the focus towards the people, places and everyday interactions that define life in Gibraltar. The aim was to create an identity where the audience felt seen and understood, with the same care reflected in the brand as in the service Masbro provides.
We moved Masbro away from conventional insurance aesthetics and into a more playful, imaginative visual language. The typographic logo suite and wider type system brought character into the brand while preserving the credibility expected of an insurance provider.
This was supported by a colour palette drawn from Gibraltar’s lively architecture and, at the centre of it all, an illustration suite depicting familiar moments of everyday Gibraltarian life.
Used together across web, print and digital touchpoints, these assets create a brand world that feels welcoming, relatable and distinctly local, reinforcing Masbro’s position as “Gibraltar’s favourite insurance broker.”
The new identity repositioned Masbro within Gibraltar’s insurance landscape, giving the business a brand that feels unlike anything else in the sector locally.
Internally, the rollout created a strong sense of pride and momentum, marking a new phase for the company.
Case details
Masbro had reached a natural point of reflection. As the business reviewed its physical space, customer experience and wider brand presence, it saw an opportunity to present itself in a new light.
Its existing identity no longer reflected the people behind the business, or the relationship Masbro had built with the local community. The brand still needed to feel professional and trustworthy, but there was room to introduce a sense of playfulness and personality that had previously been missing.
Our strategic process began by sitting down with Masbro’s leadership team to understand why the business wanted to make this shift and what the new brand needed to communicate.
What came through clearly was a desire for Masbro to be seen as part of the community, not separate from it. That insight shaped the direction of the brand, shifting the focus towards the people, places and everyday interactions that define life in Gibraltar. The aim was to create an identity where the audience felt seen and understood, with the same care reflected in the brand as in the service Masbro provides.
We moved Masbro away from conventional insurance aesthetics and into a more playful, imaginative visual language. The typographic logo suite and wider type system brought character into the brand while preserving the credibility expected of an insurance provider.
This was supported by a colour palette drawn from Gibraltar’s lively architecture and, at the centre of it all, an illustration suite depicting familiar moments of everyday Gibraltarian life.
Used together across web, print and digital touchpoints, these assets create a brand world that feels welcoming, relatable and distinctly local, reinforcing Masbro’s position as “Gibraltar’s favourite insurance broker.”
The new identity repositioned Masbro within Gibraltar’s insurance landscape, giving the business a brand that feels unlike anything else in the sector locally.
Internally, the rollout created a strong sense of pride and momentum, marking a new phase for the company.
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