The Brief
Motor Specialist KGM Underwriters was acquired by the Howden Group in 2021 and needed to emerge as a distinct, growth-ready brand within a competitive insurance market. TenSevenNine was commissioned to deliver a new brand identity and visual language that would clearly signal KGM’s core positioning – fast, friendly and flexible – and support its commercial goal of expanding market presence and client engagement through stronger brand recognition.

The Solution
TenSevenNine crafted a strategic brand identity system rooted in both heritage and future ambition. This included brand strategy, bespoke branding, refined brand guidelines, editorial design, copywriting and merchandise that together articulate KGM’s values in a clear, ownable way. The new logo, with its approachable lowercase wordmark and forward-moving arrow device, was tailored to communicate momentum and service dynamism. A balanced colour palette draws on tradition while injecting freshness – helping to differentiate KGM in a crowded marketplace.

The Results
The refreshed identity provided KGM with a distinctive commercial platform that resonates with clients and brokers alike. By visually and verbally clarifying KGM’s service promise, the work has helped strengthen brand recall and support business development conversations. The new identity has reinforced trust, improved market perception and enabled more confident positioning in competitive tenders and partnerships – all critical factors in driving growth and revenue in the specialist insurance sector.