With operations in 54 countries, ACE Group was among the world’s largest multiline property and casualty insurers.

ACE Chairman and CEO Evan Greenberg put in a $28.3 billion bid for Chubb Insurance – the iconic global insurance group highly regarded for its financial strength, underwriting expertise, products tailored to high-net-worth individuals, and legendary claim service. Mr. Greenberg intended to call the new entity, Chubb - now the world’s largest publically-traded insurance company.

Our challenge was to find common ground between two great organizations, both rich with history, and write a new narrative, design a new identity, and frame a new brand experience. Working directly with Mr. Greenberg and the company’s leaders, COLLINS wrote and launched the new brand story and design program, merging the two global organizations, leveraging the strengths of both companies.


We aimed to show that the discipline of insurance, as practiced by the new Chubb, is vibrant, responsive and inventive. To do this, we worked with the leaders of both companies to identify their common strengths. It became evident that the most compelling value they share is their commitment to deep craftsmanship across all of their services, underwriting and execution.

First, working with the executive leadership of the company, we set the vision for how the new brand will express its values to its customers, clients, and partners. Then we designed a new, comprehensive Chubb brand language. The program seeks to exemplify the new company’s expertise, strength and leadership across the company’s range of offerings and services, globally.

The new wordmark is designed to reflect the same characteristics and principles Chubb provides towards underwriting and their customers – simplicity, clarity and certainty. We chose to balance the simplicity of the new logo with a variety of changing, vibrant colors, symbolic of the ever-evolving business of insurance as well as the diversity of Chubb’s offerings.

Additional elements of the new brand program include new approaches to their brand voice, photography, illustration, and iconography.

The new Chubb brand represents two key pillars of expression; an efficient and meaningful transition into one unified brand experience; and a compelling communication of the strengths of the new company’s commercial, personal property and causality insurance to customers and partners around the world.


  • Bryna Keenaghan
  • Chris Retcho
  • Hayden Lockaby
  • Emily Morris
  • Dorothy Smith
  • Esther LI
  • Saana Hellsten
  • Gabe Benzur
  • Nick Ace
  • Thomas Wilder
  • Brian Collins
  • Eskimo
  • Fictive Kin
  • Pure Production