SB Plus is a premium sub-brand of Simply Business (SB). It was created to speak directly to a hard-to-reach customer group known to SB as High Value Customers.
High Value Customers (HVC) are either experts in their field, or are running medium sized businesses - sized anywhere between 10-49 staff members. As a result they didn’t often fit within the standard SB user journey, as their cover was a little more detailed than other core SB customers.
After much analysis and customer interviews we discovered that HVCs simply needed more attention to find a flexible policy which suited their needs. So we developed a strategy which would speak to the extra service that SB would provide to get them insured. Hence we created SB Plus – 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.