ITAS Mutua

When we stand together, we are safer.

Client

Industry

Insurance

Disciplines

Brand & Verbal Design
Visual Identity System
Integrated Campaign

Digital transformation, AI, and a shift toward prevention are just some of the forces reshaping the insurance industry. Yet in such a rapidly evolving world, one truth remains: sometimes the most powerful move is to return to what defines you.

With ITAS Mutua, the oldest insurance company in Italy, we developed a new brand strategy to renew its verbal and visual identity around what makes the brand unique - its mutual nature - rediscovering the value of belonging and shared protection.

Challenge

How do you modernize the identity of a 200-year-old company without losing the essence that made it trusted for generations? Our challenge was twofold:

Translate the Italian mutual model into a contemporary language and brand story centered on people and shared values.
Reimagine the brand system for today’s digital world, preserving its heritage while making it more relevant and accessible.

Solution

We began with ITAS Mutua’s founding principle: protection only works when it’s shared. From this idea, we repositioned ITAS as the insurance company that truly connects people, a brand built on collaboration, care, and shared values.

The new verbal identity reframed the brand’s story around clarity, empathy, and belonging, giving a human voice to the concept of mutuality and turning it into a tangible promise: we are safer when we stand together. The payoff “L’assicurazione che ci unisce” (“The insurance that brings us together”) anchors the brand narrative and reinforces its purpose across every expression.

The visual identity draws inspiration from the climbing rope - the line that ties climbers together to ensure everyone’s safety, a symbol deeply connected to the company’s heritage in the Trentino Alps. The rope became both a metaphor and a design element, weaving through visuals, typography, and layouts to express unity and trust. A renewed color palette and refined typographic hierarchies enhanced digital presence and coherence across touchpoints.