A brand identity for actuaries who actually do things

Chook HQ was asked to sort a name and brand identity for a new actuarial consultancy: Actuate.

Actuate has been founded by two senior practitioners who'd rather solve your actual problem than run it through a framework or a billable hour target. They work with businesses across New Zealand, at board, executive, and operational level.

The name's got a bit of a double meaning. "Actua" gives you actuarial (the root of it) as well as actual... real and genuine. "Activate" demonstrates forward movement and getting things done. We know our stuff, and we'll actually do something with it.

The delta symbol replaces the first A in the logo. It stands for change and growth, comes with built-in mathematical credibility (handy when your clients are all numbers people), and doubles as an upward arrow for action and forward movement. Green for growth and trust, purple for professional, while still standing out from the usual navy financial services palette.

I still couldn't really tell you what an actuary does day to day, but I'm fairly confident this brand's got more personality than most people expect from one.

More brand work like this here, if you're into that sort of thing…