The Ardonagh Group

Agency: Rufus Leonard

The Challenge

The Ardonagh Group, made up of Autonet, Chase Templeton, Direct Group, Price Forbes, and Towergate, are active across distribution, wholesale, underwriting and insurance services.

These leading brands were to be brought together under a new holding company to form the principal diversified and independent broking and underwriting group in the UK, with a new visual identity that exudes experience and expertise with decidedly British design cues.

The Strategy

Rufus Leonard collaborated closely with the client to create a brand identity from scratch in two weeks. This included creating and crafting a logomark with a distinct ligature. The development of ligatures in history roots back to efficiency and this tied into the creation of the holding company which will bring together the 5 companies to harness the synergies between them.

Rufus worked on creating a colour palette, photography style, and choosing typography to create a light touch visual identity for launch. We were also tasked with creating additional collateral for launch including internal collateral such as a PPT template, Word template, look and feel for email signatures and news emails.

Rufus also worked with a printer to create a bespoke set of stationery with a foil finish covering letterheads, compliments slips and business cards.

Rufus also implemented the design of the brand in an online environment, creating a favicon and a full design of the website which was handed over to the Ardonagh team to build.

As part of the launch a Rufus copywriter worked with the client to create the launch narrative, articulating the reasons for the holding company being created and also creating a messaging matrix of key internal and external messages to be communicated throughout the launch.


“Finding a unique company name and creating a strong identity for a new holding company is no mean feat, so we’re delighted with the look and feel of The Ardonagh Group. Working closely with the team at Rufus Leonard and utilising their expertise, we’ve been able to bring to life not only the British Heritage aspect, but also the elements of strength, resilience, insight and the power of the group coming together. The end result speaks for itself and we’re looking forward to continuing our relationship with Rufus Leonard as we move forward.” Sharon Hough, Director of Strategy and Proposition, Ardonagh