Drugi jezik na kojem je dostupan ovaj članak: Bosnian
At first glance, you might think you are in somebody’s living room when in fact it is a newly designed Croatia Insurance branch. You can sit on a comfy sofa, read a book from their library, log on to internet, and have a coffee or tea, your children can play in the kids’ corner whilst you planning for their future arranging the insurance.
The “home” concept of Croatia Insurance branch is new to Croatia and probably worldwide. It has been designed by Zagreb agency Brigada and many Croatia Insurance employees who were involved in the project from the very beginning. This result of a long and complex process of rebranding the Croatia Insurance. It affirms its lead position on the local market and hundred years of tradition, innovation and social responsibility.
“The insurance salesman usually comes to your home, it is a personal interaction, you are arranging insurance for the most valuable things in your life, your possessions and your life. Croatia Insurance is the first in the region and further afield to invite clients into their “home” to discuss their needs in a relaxed atmosphere,” Damjan Geber, Brigada creative director explains.
The new concept is based upon the idea of security and respect which strengthens the relationship with local community, not exclusively a place for business transactions. The Croatia Insurance branches have been present for many years in almost all local communities and have strong bonds. For that reason each local branch will be tailor-made for its locality by using photographs and historic details relevant to that location. Each branch detailing maximised the use of local product design. Almost all the furniture and lighting is designed by Brigada, the chairs and sofas were designed by Prostorija, the carpets were individually designed by Regeneracija. The library is stocked with best known Croatian authors; the Kids corner is furnished by Oblo and Boya writing materials.
Croatia Insurance branches are standardised yet flexible, leaving enough room for local flavour without being overbearing. Brigada has designed five models of standardised format depending on size, location etc. To date, three branches have been refurbished.
Geber said that the strategy was the result of deep analysis of many branches Croatia wide, including discussions and workshops with employees and management and all other interested parties. “Our principle is that the working environment is best understood by those who work there. Not only are our designs beautiful, but we redefine the space and improve ways of doing business,” Gerber stated.
Each branch is divided into two zones. One is the fast track transaction zone, where the customer can complete a simple insurance, and the slow track zone, the so called “living room” aimed at individual information gathering and detailed discussions regarding other types of insurance.
“Based on branch customer behaviour, in the fast track zone we wanted to avoid using counters and simplify communication. The slow track zone is focused on comfortable, modern and sophisticated homely feel honouring 130 years of Croatia Insurance tradition,” Vlatka Leskovar, product designer and Brigada’s creative director explained.
The slow zone is dominated by mellow tones of walnut and oak, the fast zone is decorated by light coloured local ash. Brigada has designed modular walls, adaptable for any interior in order to facilitate the fast track zone information racks and unified communication system which allows an efficient turnover of information material.
“The global trend is for the service industry to transact over the internet, and the physical branches are becoming superfluous, “Gerber thinks and adds that the remodelling of places to experience the brand is as a result of that; the tourist agencies were the first to realise that and are trying to make their branches feel like destinations they are selling. As for Croatia Insurance, the branches are not of strictly functional character, it’s a space of caring for the community, which redefines them completely.
Project Team
Brigada / Damjan Geber (Creative Director), Ivana Lišnjić (Project Lead), Marina Brletić (Architect), Vlatka Leskovar (Designer), Ana Mažuran Brekalo (Project Lead), Petra Kolarec (Architect), Marko Sančanin (Production Lead)
Croatia osiguranje / Maja Weber (marketing and corporate communications director (Adris Grupa)), Tihomir Vedriš (marketing expert), Paola Poljak (Corporate Commnications Lead)
Brandoctor (brand strategy) / Anja Bauer Minkara (Senior brand consultant), Stipan Rimac (Brand consultant)
Bruketa&Žinić&Grey (visual identity and communication) / Miran Tomičić (Creative and art director), Svjetlana Vukić (Account director), Tanja Pružek Šimpović (Art director), Iva Šimunović (Account executive senior), Alen Lipuš (designer), Ivan Čepelak (Copywriter), Vesna Đurašin (production lead), Radovan Radičević (DTP lead)
Collaborators: Damir Bralić (Creative and art directot), Nikola Đurek (font design), Hrvoje Živčić (Lettering and typography), Tomislav Torjanac (illustration), Lana Grahek (design)
Tvin and Promming (furniture)
Domagoj Kunić (Photographer)