The new brand identity is built from the basic truth that what Majesco provides is both fundamental and remarkably complex—just like insurance itself. Our challenge and strategies were to both simplify and elevate a customer-focused, people-oriented brand platform, and to organize and humanize a company known throughout the industry as having the most robust offering of insurance products and category defining intellectual capital into something more seamless, clear and efficient.

As we considered metaphors for evoking this powerful paradox, we were reminded of genetics, and more specifically, of DNA. DNA is common to all of us, yet it is also what makes each of us unique. It’s an elemental building block that allows each organism to adapt to its environment, and perhaps even more importantly, to stay relevant and viable as conditions change around them.

To function well as a brand identity, it needs to evoke these qualities, without being too literal. The identity needs to adapt easily to many different applications, using only a few basic elements.

Its power lies in its simplicity, its warmth in its welcoming appearance, and remarkably powerful in its ability to determine outcomes. Our new brand identity is based around the same premise as Majesco itself.