Botswana Life unveils a new corporate identity

As Botswana Life begins a new era in its life, Switch has had the privilege of partnering with the insurance giant as the brand underwent a massive repositioning and rebranding exercise.

On the 16th of July, Botswana Life proudly unveiled their new corporate identity, created by Switch: one that will springboard them into their next four decades.

Following the brand development of the new corporate identity for Botswana Insurance Holdings Limited (BIHL) in 2012, and the branding work for two of its subsidiaries, Switch was appointed to create a new identity for the third subsidiary: Botswana Life.

In July 2013, Switch commenced its brand development programme with a full brand strategy phase. This led to the creation of four new values and a new purpose for Botswana Life, expressed as: pride in making a difference in the lives of our customers, employees and stakeholders.

This was followed by the design development of the new Botswana Life identity and the roll-out to a comprehensive list of collateral elements.

In the build up to the launch of the new Botswana Life identity, Switch was also awarded the opportunity to create an above-the-line advertising campaign for the newly repositioned brand.

Botswana Life is delighted about the unveiling of the new identity and Kelly Loeto, Marketing and Communications Manager, Botswana Life Insurance Ltd had this to say about their relationship with Switch: “Over the years, they (Switch) have offered us strategic partnership from a design and branding perspective, and we are delighted that this insight will now be supporting our advertising campaigns as well.”