Coop Rechtsschutz rebranding with Yellow: clear brand profile
Coop Rechtsschutz, a legal protection insurance provider, has modernized its corporate design in collaboration with the strategic creative agency Yellow. The focus is on a distinctive visual identity, a newly developed brand positioning, and a completely redesigned website.
Coop Legal Protection Rebranding: More Than Just a New Look
Coop Rechtsschutz, an independent legal protection insurance company headquartered in Aarau, has commissioned the strategic creative agency Yellow to modernize its brand. The Coop Rechtsschutz rebranding encompasses not only a new corporate design but also an in-depth examination of the company’s corporate culture—both internally and externally. The first publicly visible result of this effort is the completely redesigned website.
After years of successful growth, the time had come for Coop Rechtsschutz to deliberately further develop its brand identity. The goal was to increase brand distinctiveness and strengthen visual consistency. Coop Legal Protection develops and markets legal protection solutions for individuals, businesses, and institutions—including health insurance companies, labor unions, and tenants’ associations.
Brand Identity as a Starting Point
The collaboration between Yellow and Coop Rechtsschutz began with a deepening of the brand identity. According to the press release, it quickly became clear that the employees’ demonstrated expertise and humanity could be emphasized even more strongly in communications. The rebranding effort should therefore not be limited to the visual identity but should encompass the company’s overall corporate culture.
CEO Michael Romer sums it up: «Our world is becoming more complex, and so are the legal challenges we face in everyday life. We want to be a reliable and accessible partner for our clients, providing clarity when it matters most. Our new brand identity conveys exactly that promise.»
Design principle: Clear, straightforward, distinctive
The result is a clear, straightforward design principle that preserves the brand’s original identity and transforms it into a brighter, more distinctive overall image. The visual imagery portrays people in familiar everyday situations typical of the various customer groups, thereby illustrating the reliable support provided by Coop Legal Protection.
The redesigned website is the company’s most important touchpoint and serves as a portal for customers, business partners, and insurance brokers. The content, user navigation, and visual elements are consistently tailored to the visitors’ perspective: The focus is not on product features, but on specific situations and benefits.
The design system follows a modular approach that makes the brand identity scalable without compromising visual consistency. Yellow coordinated the entire implementation with MYTY partner Shape DACH. A particular technical challenge was the integration of numerous existing external applications, such as a rewards calculator, a customer portal, and other services.
Rollout Underway: Corporate Design Manual as a Foundation
The redesign of other communication materials and channels is already in full swing. This effort is based on a comprehensive corporate design manual that outlines the design system for all areas of application. Last week, the first annual report featuring the new design was also published. Product brochures, business stationery, and social media channels are scheduled to be implemented and rolled out over the coming weeks.
For more information about the new brand identity, visit https://www.coop-rechtsschutz.ch.
Responsible at Coop Rechtsschutz: Petra Huser, Head of Communications; Manuel Mettauer, IT Projects/Application Support Specialist; Michael Romer, CEO. Agency: Yellow. Web development: Shape DACH.
