Chase Templeton is the UK’s leading’s health insurance and protection specialists, with an outstanding reputation for delivering informed, impartial, professional and truly personal advice. Famed for its no-nonsense straight-talking approach, Chase Templeton wanted a new brand image to reflect this. Iconic Brand Agency gave JMDM free reign with the brief and a set of identity proposals were produced. From a range of viable options presented, the route selected is bold and typography based, reflecting confidence and honesty. A rollout of branded conversation-based material was then produced, underpinned by simple questions, bold statements and straight answers to bring the brand personality to life.