A&Til
A New Name for a Changing Market
- Brand Position
FTFa was one of Denmark’s largest unemployment insurance funds — yet many of its members didn’t even realize they were part of it. Awareness lagged far behind market share, and in an industry defined by churn and price competition, the brand risked becoming invisible.
To break the cycle, FTFa chose transformation over tradition. We analyzed FTFa’s own customer research and the broader market. We developed the strategic foundation, the new name, and the visual identity - a rethinking of branding and positioning.
- Strategy,
- Name,
- Visual Identity
The result is a new name A&Til — it reflects the shift in market strategy. From time to time, you need your unemployment insurance fund (A-Kasse). In those situations, A&Til is ready with a simple and efficient solution.
