Guardian group launches new logo and corporate identity

PORT-OF-SPAIN, Trinidad, Thursday July 25, 2013 – Guardian Group, the new identity for all the companies of Guardian Holdings Limited (GHL) was launched Tuesday July 23rd at its head offices in Trinidad. The launch event marked the advent of a new look and a new positioning for the group.  While all nine companies across the English and Dutch Caribbean will legally retain their names they will now have a single new identity and brand, Guardian Group. 

Mr. Ravi Tewari, Group President Life, Health and Pensions (Guardian Life), shared the history of Guardian Life which dated back to 1847 and stated that although it was the oldest member of the group it has continued to remain relevant by being as dynamic as the environment in which it was operating.  He fully endorsed the decision to rebrand and indicated that Guardian was “entering a new era in the insurance industry where the focus of the customer is shifting from product to service and, as we have always done,  the Guardian Group continues to reinvent itself to be relevant in  this new world.”A similar sentiment was expressed by Mr. Richard Espinet, Group President, Property and Casualty who indicated that as a result of acquisitions, the property and casualty line of business had grown very quickly and was now present in twenty-on territories;  it therefore became a challenge for clients to truly understand the size and reach of Guardian General. According to Mr. Espinet,   “The rebrand of the group will now allow us to take the whole experience to a different level where we can now harness the value of the Guardian Life Brand, the Guardian Asset Management Brand and the offering that they bring to their clients, so that when clients, for example, deal with Guardian anywhere they know what we stand for and we are very easily recognizable, no matter where you are in the region and that is what is the important thing for us”.

Mr. Ian Narine, General Manager for Guardian Asset Management (GAM), introduced the youngest member of the group, Guardian Asset Management, who celebrated their 10th Anniversary this year (2013). Mr. Narine saw this rebrand as an opportunity for GAM, “to be better positioned to compete with the largest market players; with this new single brand and the powerful statement it makes, Guardian Asset Management will be better positioned as part of the largest financial planning and insurance Group in the country and in the region, a positioning that will emphasize our strength, stability and reach.” 

Guardian CorpThroughout this journey, the CEO Guardian Holdings Limited, Mr. Jeffrey Mack, has had one mantra, One Team, One Vision, One Group and this remained his theme as he spoke to guests at the launch. Mr. Mack focused on the increased strength of the group as a result of its unification under one brand and the unification of the mission, vision, corporate cultures and most importantly the staff’s understanding of what is central to our success as a group. According to the CEO, the new brand “represents all the member companies of the group.  It represents our clients, where they live, where we operate and the financial peace of mind we provide to them.”  It was at this point that the new logo and identity as revealed via a well-received video presentation.  

Another key element of the launch event was the announcement by Larry Olton, VP Integrated Marketing Communications that Guardian Group was an official sponsor of the Limacol CPL which takes place from July 30, 2013 in six Caribbean territories.   Mr. Olton indicated that the “launch of our new identity today is also perfectly timed, as we are positioning our new logo throughout the Caribbean with a sport that is as rooted in the Caribbean as we are”. 

Several officials from within the financial services sector including Ms. Wendy Ho-Sing, Deputy Inspector of Financial Institutions, Mr. Horace Mahara of the Trinidad and Tobago Securities and Exchange Commission, Ms. Susan Roach, Insurance Ombudsman of Trinidad and Tobago and many of the Guardian Group’s insurance broker’s witnessed the reveal of the new logo and identity as well as a sample of the new television and press advertisements. Ms. Roach congratulated Guardian on its decision to rebrand and indicated that she endorsed the decision and urged the group to continue on our current path.  

Almost forty (40) designated brand ambassadors from across the group in Trinidad and Tobago joined the executive team and guests in a countdown to and the unveiling of the new signage to the front of the headquarters of Guardian Group. The unveiling of the new Guardian Group sign caused a lot of excitement at the headquarters as pedestrian and vehicle traffic stopped to witness and join the staff in celebrating the launch of Guardian Group.

Similar launch events are expected across region with Jamaica launching the new logo and identity on Thursday July 25th and Barbados on July 26th, 2013.  The new brand will be revealed and launched in the Dutch Caribbean on August 19th, 2013.  Click here to receive free news bulletins via email from Caribbean360. (View sample)