Mersey Underwriting rides the waves of risk management, tasked to build a brand that portrayed their locality, while remaining professional. It was important for them to capture what Liverpool means to them and their local community.
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As a Wirral based company with strong ties to Liverpool the focus was the River Mersey and the Mersey tunnel, the main path between the two. The logo and assets are designed to show movement and travel, with an abstract hint to the tunnel, the winding shape and waves of the River Mersey. Shapes are used as a symbol of protection and the imagery aligns to Liverpool, while the green links to the famous Liver Birds.