How do you give an AI-driven powerhouse the human touch?

CCC had no trouble proving their tech smarts. They led the pack across automotive insurance and repair with advanced tech and complex data. But their brand felt fragmented, too functional and lacked emotional cut-through.

With multiple product lines and a complex network of customer segments, CCC needed a bold unifying strategy that helped them better connect with enterprise buyers, humanise the brand, without sacrificing their technical credibility.

Turning a tangled web into one clear story

 

Cue the new “Life Just Works” brand platform – turning CCC from a transactional software vendor into the trusted expert at the core of all the different technologies and processes behind the insurance and automotive industries.

This centred around a new category: Intelligent Experiences – linking CCC’s technical leadership to the things that matter to clients and customers. So, we built the brand around emotion, impact, confidence, and control – guided by our Human Affinity principles. To bring this to life, we created brand strategy, brand messaging, campaigns and storytelling tools that CCC’s teams could use easily across teams and audiences.

Making emotional connections – inside and out

We also developed an employer brand strategy including an employee value proposition, helping teams become advocates of the “Life Just Works” ethos. CCC even created employee accreditation training, embedding the brand promise at every business level – proof it wasn’t just a tagline; it became a shared company belief.

The impacts

  • CCC has rolled out “Life Just Works” across all audiences and channels, and the platform is now central to how they express their value – from website to sales to investor materials.
  • Early feedback highlighted stronger resonance with clients and internal clarity for teams.

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