Sancer | Martin Rocha Design

VISUAL & VERBAL IDENTITY

Sancer

Copywriting, Graphic Design

Sancer is a well-established insurance brokerage in Curitiba, dedicated to protecting the long lives of businesses, individuals, properties, pets—basically anything that can be covered by a policy. Answering the call of the brilliant Marcelo Erudito, I had the opportunity to contribute to the brand’s communication refresh.

The challenge was to highlight the way this family-owned company has handled insurance for over 40 years—without jumping on the newest brand trends, that treat serious matters too lightly, and without falling into the industry’s typical jargon overload. We looked to turn-of-the-century advertising for an inspiration, building a brand that was born in the 1980s but continues to meet new needs in a personal, approachable, and trustworthy way.

The tagline "Pro que der e vier, Sancer" was written by Erudito. From it, we developed the symbol — visually translating the phrase through arrows. Special thanks for Guilherme Cervi Santos (Sancer's CEO) and Marcelo Erudito (creative director).

The brand's visual language is clean and follows a simple visual hierarchy. In this case, we focused on addressing a pain point for the audience, who may already be overwhelmed with information and concerns about policies, contracts, and fine print. By the end of the layout, the page or screen should feel light and clear.

Another key feature of this project is the use of color, which plays an important role in building the brand's identity: red is used when Sancer communicates insurance for individuals, and blue is reserved for business-related services.

The brand's verbal language needed to be personal and accessible. The brand can leverage the verbal aspect to break the ice with the reader, using the famous "all-types" advertising style. This doesn’t require much "designer's flair" but it’s a powerful tool. Check out some of the headlines I developed for this project.

At the end of the carousel, you’ll see a campaign idea that tells stories from both the individual’s and the company’s perspective, using colors to promote a big idea (in the style of Serpa) for the brand. For every story, there are two sides. Both are covered by Sancer.