Client
Migdal
Industry
Insurance
Skills
visual_identity | copywriting
New icon
Migdal is one of the most iconic and recognizable insurance and financial companies in Israel. With a vast legacy, Migdal has always been a symbol of stability, professionalism, and reliability – an anchor of financial security for its customers. However, in an era of rapid changes and growing challenges, the time has come for Migdal to evolve and adapt to the changing needs of both audiences and the market. Our challenge was to preserve Migdal's core values and conveying them through an updated and relevant brand language.
From insight to vision
Our strategic process found that in times of uncertainty, customers value stability and security more than ever. Migdal's experience and expertise are invaluable in addressing these needs. The new brand idea, SEEING FAR AHEAD, redefines Migdal's role as an active partner in shaping customers' financial futures.
Migdal is the Hebrew word for “tower”, and from the top of it, Migdal sees the big picture, predicts trends, and guides customers towards a prosperous future. This is an invitation for customers to embark on a transformative journey.
What does far look like?
To breathe life into the idea of SEEING FAR AHEAD, we created a new and unique visual language. The new language reflects the updated positioning - dynamic, active, and inspiring. The logo itself has been simplified and modernized, and the color palette has been expanded to convey energy, optimism, and a forward-looking approach. Holistically, the visual language creates a feeling of a more accessible, friendly, and humane brand. At the same time, we developed a verbal language strategy tailored to each of Migdal's target audiences. This language focuses on building close relationships, strengthening value in customers' lives, and making complex information clear and simple.
Discovering New Horizons
Through a positive, empowering, and caring tone of voice, Migdal invites everyone to join it on a new path - a path of growth, prosperity, and financial fulfillment. The combination of the new visual and verbal language positions Migdal as a true and loyal partner for the financial success of its customers. This is a new, exciting, and bold chapter in the story of one of Israel's leading insurance and financial companies - a company that, through far-sighted vision, will always ensure the financial security of each and every one. Now, what’s far is within reach, and what’s to come is already in the horizon.
