Mutua Navarra

Rethinking a Tagline

Challenge

Mutua Navarra is the leading workers’ compensation mutual insurer in Navarra, with a 36.1% market share and over 105,000 protected workers. Its tagline «Somos azules» had anchored internal and external communication since 2008, born from a pioneering commitment to workplace health that was distinctive at the time but no longer is. Over recent years the organization had gone through a significant transformation — new teams, digitalization, telecare, growth — without a tagline that reflected it. The challenge wasn’t choosing new words, but first getting the organization itself to look honestly at where it actually stood today.

Result

Workshops with the communication and customer-service teams revisited the brand platform the organization had developed internally, validating findings and surfacing a clearer picture of how the entity is perceived by institutions, companies, and society — and how it imagines itself in five or ten years. A benchmark of other Spanish mutual insurers’ taglines showed that almost all of them describe what they do, with none explaining why or how: a clear opportunity. Several directions are now being developed, each held to the same two requirements: honesty and concreteness. The process is still ongoing.

Authorship note: this work was carried out at Errea, where I work under contract.