Beazley

Beazley is a London-based insurance company specialising in marine, property, data breach and life insurance. With a score of 6.30, Beazley Group comes in at number 48.

In the financial services industry, Beazley’s personality and visual style set it apart. The colours, imagery and graphic style come as a pleasant surprise from an insurance company. The brand identity, visually and verbally, is consistently executed across varying communications touchpoints, making it easy for audiences to recognise and remember the brand. The brand narrative captures the spirit of the organisation while also ensuring relevancy by addressing how the company responds to what is happening in the outside world. Beazley is the only organisation in the top 50 that does not have a purpose statement. While it does have other strong brand components, it is missing out on a very topical conversation in the B2B world. Beazley would be wise to invest in defining a purpose statement that serves as a ‘north star’ for its sustainability initiatives and long-term business decisions.