More than
lipstick
on a pig

A new way to drive customer experience and awareness

The Challenge

Like a tow-truck—you don’t notice one until you really need it—reliable roadside support is gold. In Canada, Aviva has been an insurance cornerstone for over 26 years, yet its name still flies under the radar. As the #2 insurer nationally, Aviva’s reach is vast, touching millions of customers—yet brand recall remains low. How do you remind existing customers you’re there—and introduce yourself to those who don’t yet know?

The Insight

Awareness wins trust. To earn mindshare in insurance, you must be physically present—in the places customers turn to when they’re vulnerable. In auto repair, that means body shops: a critical touchpoint where Aviva can demonstrate the care, respect, and reassurance its policyholders expect.

The Solution

We created the Aviva AutoCare Centre—an invitation into a safe, supportive environment at partner-run collision shops across the GTA. First, we re-skinned mature, trusted repair facilities with Aviva’s legacy identity. That rollout underscored the concept—but felt heavy-handed and lacked brand spirit. When Aviva introduced its global rebrand, we seized the moment to align physical spaces with the new ethos. I translated fresh UK-developed guidelines into a modular design system—embracing the vibrant color palette, refined typography, and human-centered iconography. The result is a scalable, partner-friendly toolkit that: Elevates CX: Guests step into a warm, welcoming environment designed to guide them through a stressful moment. Boosts Brand Presence: Every bay becomes a powerful, real-world billboard for Aviva’s refreshed identity. Drives Business Impact: Improved visibility and differentiated service deliver a measurable lift in customer acquisition and retention. Outcome: A revitalized “body shop” experience that looks—and feels—distinctly Aviva, strengthening brand awareness, deepening customer loyalty, and giving Aviva a competitive edge in a crowded market.