RSA
RSA Insurance is a major British general insurer, providing personal and commercial insurance. This sales tool, based on extensive research, educated its sales force on buyer personas and the triggers that might motivate them.
I designed a rigid slipcase to house six-segment booklets alongside a larger, data-driven booklet, creating a practical tool that kept complex information organised and easy for the sales team to take on the road. Given the depth of research involved, it was important that the presentation reflected the same level of sophistication and care.
RSA slip case
I designed individual covers for each segment, assigning a distinctive icon and a unique colour drawn from RSA’s existing corporate palette. This system created clear visual differentiation while remaining consistent with the corporate colour palette.
Individual booklet covers
The interior spreads were designed to build a well-rounded understanding of each segment, combining carefully selected photography, supporting iconography, and key quotes drawn directly from RSA’s research.
Interior spread
To summarise each segment, I used the visual metaphor of a suitcase to help insurance sales teams quickly understand their target audience and identify the products most relevant to their needs.
Segment personalities
The full set of research data was visualised in a separate booklet for those requiring deeper insight. I highlighted areas where each segment deviated significantly from the norm, clearly indicating which factors mattered more–and less–than average.