Simply Business seeks out partnerships with fellow insurance brands and brokers to offer as much choice as possible to their customers.
To do this they needed to create a sub-brand with a slightly different visual approach, in order to separate their offerings between potential partners and direct customers.
The look needed to be more professional, while still maintaining the Simply Business friendly feel, because the focus was on insurance companies rather than small businesses and landlords.
Partnerships everywhere are commonly sealed with a handshake. So I took a rough image of a handshake and developed it further into shapes entwined in an equal embrace.