- LV=The Brief LV= had just re-branded and had ambitious growth plans. They wanted to be the fifth biggest car insurer in the UK. And they wanted to achieve this goal within five years. Through research, we discovered that the insurance market was cold, negative, dry and price-driven. We needed to give LV= stand out positioning – an antidote this mundane environment was a good place to start. The Strategy After analysing the research findings, we thought – wouldn’t it be nice to be positive and to talk about love instead? The new identity and look and feel needed to be strong enough to run across all communications – from TV and outdoor to banners, press and DM. So we came up with the brand idea ‘Look after what you love in life’ and developed the complementary green heart icon.