We make insurance happiness happen.

Star Underwriting Agents, as they were known back when I started working with them, primarily relied on the insurance broker market to grow their business. The problem with this model was brokers had many insurance options to present their customers, along with their own biases that would steer their recommendations. The retail side of the business was relatively small but was one that Star wanted to grow.

I met with Star's CEO and management team, via their design company, to discuss their business, complete a brand audit, creative brief and finish with a strategy session.

It was clear that their brand and products looked completely different. The business looked fractured and their brands looked tired. In a hugely competitive environment, the company needed to stand out and be more sophisticated from a retail perspective. From a wholesale perspective, they needed to excite brokers by showing them that we were reinvesting in, and reinvigorating, their business.

From here I presented a set of recommendations to move the business forward:

  • Research current and previous wholesale and retail customers
  •  Write new brand and marketing strategies
  • Rename the parent business to appeal to a wider audience
  • Rename and rebrand their products to look like they were part of the same family
  • Develop values, core competencies, purpose, personality and BHAG
  • Write new brand story, positioning for parent brand and all products, key messages, tagline, tone of voice for the brand and each product
  • Create a new primary website and product sites (eventually leading to just the main website) to appeal to all audiences and develop a broker portal backend
  • Create new marketing collateral, advertising and direct marketing campaigns for the parent brand and all products
  • Capture the essence of the company culture and develop it further
  • Create a staff onboarding process, staff manual and internal marketing campaigns to bring the team together
  • Further develop the product range and develop more partnerships.

Working with the brand over a 10-year period, the above list grew dramatically. 

The old logo ^.

Star is a great name and I wanted to build on it. When I looked at the different products they provided their customers, it became obvious that the were not just vehicle insurance specialists, but attracted very specific vehicle niches, including:

  • Motorcycles
  • Motorhomes
  • Prestige cars
  • European cars
  • Motorsport and Enthusiast vehicles.

From here, they accepted my recommendation to become Star Insurance Specialists, and be known as the niche vehicle insurance specialists.

I also renamed their brands. The name ‘Star’ unified everything. They now had a branded house (versus a house of brands), where all their stakeholders could easily recognise a Star Insurance Specialists product.

The work that followed was a huge undertaking, to ensure Star was one of a kind. Which they are. They're the most innovative insurance company I've encountered. With a very switched on CEO, they were always looking at ways to improve the customer experience, which is an ethos I live by, so as far as clients go, Star was a match made in heaven. 

The work on this page shows different stages of the brand's evolution. 

Company Culture project

Company Brochure.

Trade Shows.

Advertising Campaigns.

Website, version 1.

Website, version 2.

Online advertising.

New vehicle livery.


The result of our work together...

Star has become the undisputed leader in niche vehicle insurance in New Zealand. They always rate highly online and in Trust Scores. Their team has grown significantly as has the book value of the vehicles they insure, along with significant year-on-year increases in revenue. 

Trust, great relationships and pulling in the same direction with an eye on the prize, always makes the work stronger, easier and more fulfilling. Start with excellent products and service, then sound strategies and creativity that makes an impact, and follow-through on your promises. It's a simple formula, but it works.


Will has always impressed us with his creativity

We have worked with Will Roffé for the past 10-years. He is an expert creative strategist, strategic copywriter and ideas generator.

Will created our successful brand strategy before working on our suite of insurance products along with developing and writing our corporate brand story that has formed a significant part in us creating and maintaining an engaging staff culture.

He re-positioned our parent company brand, and brought cohesion and simplicity to our brand as we moved our individually branded products into a package of products with commonality and unity between them and linked to our parent company. He also created our parent companies' unique positioning as insurance specialists, market innovators and leaders.

Will wrote our website and a chunk of our backend portal for our brokers and partners. He has worked on geo-location campaigns, SEO campaigns, digital billboards, brochures, trade show content, letters, our quarterly magazine, digital and print ad campaigns and more.


Internally, Will helped us discover and formalise our company culture, then wrote our culture program and documentation. This involved team workshops where he was able to get the right information out of the team to then formulate engaging and memorable content that inspired us and we could all get behind. The results of this have seen us consistently measure above 90% for our staff engagement surveys.

If you need strategy, ideas, and/or the written word, Will should be your go-to person. He understands people and how to connect with them using the right language, tone and ideas.


Our business has gone from strength to strength and we appreciate Will’s valuable input. We now have a strong, unified brand with a great market presence. I have no hesitation in recommending Will.

NICHOLAS BAKER  //  CEO, Star Insurance Specialists