CPP Group is a global assistance business with a legacy dating back to 1980. With over 11 million customers across 50+ insurance, banking, and finance partners worldwide, they specialise in making bad days better by developing tailored assistance products that help brands increase customer loyalty, drive revenue, and stand out in competitive markets.
Wish Agency’s role was to refresh CPP’s branding and develop a corporate website aligned with their digital-first approach and work on separate websites to cater its multi-national businesses.
The project aimed to boost their brand visibility and support CPP’s engagement with both B2B and B2C audiences.
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Visit SiteThe Challenge
CPP had outgrown its existing corporate identity. The original brand – born from the “Card Protection Plan” days, lacked the clarity, consistency and energy needed to reflect their evolving offer. Visually, it felt too static. Structurally, the website was fragmented across markets, underperforming on mobile, and built on an outdated backend that caused ongoing issues with reliability and updates.
They needed:
- A unified brand identity that better conveyed their purpose.
- A new corporate site, along with scalable templates for India and Turkey.
- A partner and investor-friendly digital experience that felt modern, simple and confident.
- A shift away from the existing brand motif to something more dynamic and ownable.
All within a tight timeline, and for a global team of stakeholders.
Our Approach
We began by diving into the CPP world – from India to Turkey, parametric products to partner needs. Workshops with leadership helped clarify where they stood and, more importantly, where they wanted to go.
Strategic insight shaped our creative direction: the idea of “Everyday Heroes” who quietly remove life’s little stresses, backed by the precision of “Expert Pioneers” leading the charge in digital-first assistance.
From there, we:
- Refreshed the brand with a simpler, more consistent identity – introducing a modern wordmark, tighter colour palette and clearer typography.
- Designed a brand look and feel that could flex across markets, while better communicating CPP’s purpose of reducing life’s daily disruptions through digital assistance.
- Built a new corporate website and adaptable templates for CPP India and Turkey, improving performance, mobile experience and usability.
- Rebuilt the backend to remove legacy plug-ins, increase reliability, and make ongoing updates easy for internal teams.
- Structured the site around clear user journeys for partners, investors and job seekers, with integrated analytics, SEO tools and investor content support.
The outcome
- A brand identity that reflects CPP’s current role as a digital-first, global assistance provider.
- A fast, stable and easy-to-manage website platform that delivers a clearer proposition to all audiences.
- Improved performance across devices, with a backend setup that supports future content and updates.
- Greater clarity and consistency across global markets, with tools and templates now being rolled out across internal and external channels.
Extending the Brand Beyond Digital
Beyond the website and brand refresh, we also brought the new visual identity to life across key business materials. This included the design and production of business cards, compliment slips, and printed brochures – ensuring CPP’s updated look and messaging carried through to every customer and stakeholder touchpoint. These assets further reinforced brand consistency and helped present a unified, professional image across all communications.
Working with Wish Agency on our re-brand project has been a transformative experience for CPPGroup Plc. The re-branding process was expertly managed from start to finish, bringing our vision to life with creativity, precision, and a true understanding of our brand values. The team’s strategic insight and commitment to delivering excellence were evident every step of the way.
The subsequent multilingual website redesign and development, overseen by Mark and the development team, further exceeded our expectations. They delivered a modern, user-friendly platform that reflects our renewed brand identity and supports our goals for growth and engagement. Wish Agency’s professionalism and dedication to quality make them a trusted partner, and I highly recommend them to anyone looking for top-tier brand and digital expertise.
