Radian
A multi-faceted brand development, including strategy, logo creation and brand expression.
Radian is one of North America’s largest mortgage insurance companies. Following the acquisition of several other businesses that provided complimentary services, they commissioned est. and G&S Business Communications with the task of rebranding their business into a branded house. They wanted to reposition Radian as an innovative fin-tech business, embracing positive change with an industry-leading brand strategy, logo and brand evolution across all communication materials.
Do you need your house of brands to be re-modelled into a branded house?
The Radian logo has been specifically built to be open and expansive, representative of new opportunities, innovation and growth. All of the unique typographic tailored angles are moving upwards and to the right at an angle of 57.3 degrees which is the angle of one Radian. In mathematics, one radian is defined as the angle subtended from the centre of a circle which intercepts an arc equal in length to the radius of the circle – in other words, it is representative of a whole, of one. This is a subtle visual effect that relates to positive development and possibilities.
Following the launch of the Radian rebrand, together with G&S, we worked alongside their communications team to implement a phased rollout across seven core business categories and develop a sub-brand design system. Throughout the brand visual language, the tittle of the ‘I’ in Radian is enlisted as a fundamental brand component. To align with the brand narrative, we named the device the Keystone, as it is central to the brand build and supports the visual expansion into all communication materials, including; websites, digital newsletters, social campaigns, business stationery and advertising.
As the Radian brand continues to roll out the flexibility of the overall brand allows us to be agile in our response, and accommodating with various departments including the marketing team who need support to reflect the new brand across their operations.
The Radian corporate photography utilises the Keystone in an innovative manner showing varied audience types framing out their lives in a keystone-shaped ‘finger frame’. Our supplied Photography Guide explains in great depth how marketers can build visual stories using the supplied image bank.
Another example of our unique transatlantic collaboration with G&S helping businesses to be more outstanding with their branding.
If you’d like your branding to be outstanding, get in touch.