Online travel insurance provider Travel Insurance Direct has unveiled a rebrand to TID and a new look across its online platform.

With a focus on targeting a younger audience, the refresh mirrors the TID’s goals of simplifying and innovating the travel insurance process for Australian travellers.

Recognising that insurance is not deemed sexy, the brand has overhauled its look and tone to be more contemporary, fresh and dynamic, essentially becoming a travel buddy in your pocket.

Working with Revolver Capital for market research and South South West for the creative brand design, the team worked to create a new look and feel for TID across all brand elements, including on the site and forthcoming media assets.

Digital and tech aspects of the rebrand were handled in-house by the TID team.

As a brand that has always attracted a wide and broad audience, the business has made a tactical decision to speak more directly to a new generation of younger travellers.

This has inspired a new, more efficient but informal tone of voice, and a more dynamic, mobile-friendly style.

Market research also highlighted a need to focus on travellers in the under-30 market at point of purchase.

Kari Taylor, head of Australia and New Zealand at TID, said: “We’re thrilled to further develop the TID brand with a new logo and name which reflects our goal to provide customers with smarter insurance and technology.

“Research tells us that most travellers purchase insurance 24 hours to seven days out from departure, when they’re just about ready to go. We want to own that point in time by giving customers insurance that is technology-lead and innovative.”

TID will continue to roll out further enhancements to its product and service offering over the next 12 months as part of the refresh.

CREDITS

Creative and design: South South West

Research: Revolver Capital

PR: Frank PR