SB Plus is a premium sub-brand of Simply Business (SB), created to target a hard-to-reach customer segment known internally as High Value Customers (HVCs).
HVCs are either experts in their field or run medium-sized businesses—typically with 10 to 49 employees. As a result, they didn’t often fit within SB’s standard user journey, since their insurance needs were more complex than those of core SB customers.
Through analysis and customer interviews, we discovered that HVCs simply needed more support to find a flexible policy that suited them. This led to the development of a strategy focused on the added service SB could offer to get them covered.
Hence, SB Plus was born: Better service, for better cover, for bigger businesses.
We used repetition with the ‘+’ sign to signal the promise of extra service, attention and care customers would received from the sub-brand.
We developed ‘the grid,’ which also gives structure to the SB Plus visual outputs, and ownership to imagery used by the SB Plus sub-brand.
The fonts and colours used reflect the current Simply Business style, so we were never too far away from the parent brand.