The brief was both simple and ambitious. Superscript had built something genuinely better — flexible, month-to-month business insurance designed specifically for SMEs, in a market dominated by clunky, one-size-fits-all providers stuck in the past.

The problem was awareness. SMEs account for 99.9% of the UK’s 5.9 million businesses — but most of them had never heard of Superscript. Worse, many had simply accepted that poorly-designed insurance was just a fact of life. The category had trained them not to expect better.

Our job was to change that thinking. Not just introduce a brand, but shift a mindset.