Tech-focused home insurance provider Hiro will now be known as Locket.
“This isn’t just a rebrand of our company – we’re looking to change people’s perception of the entire insurance industry,” said Locket co-founder and chief executive Krystian Zajac (pictured). “Consumers don’t trust insurers, but we’re giving Locket members reasons to brag about us.”
Lifting the lid on the move, Zajac noted: “Our approach empowers members to genuinely protect their prized possessions instead of just paying for a ‘replacement’ when bad things happen, because we understand that what’s worth a lot to someone is usually priceless.
“When people think about a locket, they think of memories, sentimentality, and protection. This is exactly what we represent as a company, and our new brand truly reflects this.”
The identity shift has been rolled out with the help of London-based branding agency Ragged Edge.
Locket – which recently partnered with reformed burglar and known security consultant Michael Fraser to advocate proactive home protection – features a monthly subscription model and takes a prevention-first approach. It offers a better price to members who use smart technology to protect their homes.
“Conceptually, everything from the new name, through to the logo and tone of voice, revolves around this idea of Locket as a protective aura, helping you look after what matters,” added Ragged Edge co-founder Max Ottignon.
“Tonally, we looked outside the category to create something that felt more like an aspirational lifestyle brand – shifting insurance from something people use reluctantly, to something people actively invite into their lives.”
