Independer established in 1999 with the aim to make the financial sector more transparent and fairer. Independer indicates abuses, compares products and services and they help people choose. Nowadays more than one million consumers arrange their insurances via Independer.

The initial business question was to help define Independer’s DNA based on our trends. In a close collaboration with the client, through workshops and presentations the Brand essence was developed. Brand personality, reasons to believe, target audience and all other ingredients to make the brand story complete were combined in a brand manual and briefing document for different stakeholders. After the official sign off, we translated Independer’s new DNA into a new brand theme, visual language and a communication campaign.



Based on the business question we gathered consumer and brand insights from Independer. We selected several generation and societal trends from our database.  


We made a thorough interpretation of Independer’s insights and the trends Generation X, Millennials, Women and Complex World.


We contextualized all insights, together with Independer we decided on brand essence and brand story, we repositioned the brand, created branding and 360° communication campaign for Independer in collaboration with our creative partner Less Agency.