Intact Insurance

Because insurance is about people, not things. By GWP Brand Engineering

Campaign ran: TV, Print

The work.

Intact Insurance believes that insurance is not about things. Insurance is about people.

The brief.

In 2009, when ING Canada sold ING Insurance to Canadians via an IPO, the leadership of the new company tasked GWP to engineer the brand that would replace ING Insurance. The challenge was to create a consumer-centric Canadian owned and led insurance brand.


The result(s).

Brokers, and the capital markets heard the brand’s new voice loud and clear. They welcomed it.Today all participants understand that Intact Insurance is leading

the industry forward in a relevant way that ultimately offers greater value to customers and elevates the role of independent brokers for the future.