Nomad

Nomad Insurance Group is a national brand of Kazakhstan that has earned the trust and recognition of one in every seven residents over its 20-year history.

Over months of partnership, the client realized that their main brand needed attention too.

Nomad comprises two companies in the same industry but with distinct responsibilities: Nomad Insurance focuses on corporate clients, while Nomad Life specializes in life insurance.

Both were successful, but modern realities called for closer integration. “We share the same owner—being closer will make both companies stronger,” the team said, and they were right. Nomad sought Fabula Branding’s help for a rebranding effort to foster unity and reinforce its identity.

Through in-depth interviews with executives and employees, product and service analyses, and market and competition studies, the agency identified opportunities and challenges.

The Kazakh insurance market is closely tied to the banking sector, with large companies belonging to conglomerates. Over the past 15 years, there’s been a consolidation trend among market players.

The primary clientele includes around 100 large corporations, while voluntary property insurance is a key growth driver. Prospects include developing savings insurance, digital spousal annuities, and data digitization.

Fabula Branding also analyzed and segmented the target audience, identifying barriers such as lack of awareness, the intangible nature of benefits, and distrust in digital formats.

To strengthen its identity and positioning, the brand needed unified messaging, updated visuals, and new growth vectors.

“Kazakhstan is a country with great potential and rapid development. In the near future, insurance will play a much bigger role in society and the economy. We wanted Nomad to lead this upward trajectory, supported by strong branding tools.”

The process began by defining brand values: growth, openness, partnership, innovation, ambition, and patriotism.

These principles shaped Nomad’s mission: to redefine insurance by helping people become more aware and free.

Nomad’s two companies interact with each other, the market, and clients. Only by working together can they exceed expectations in the insurance industry.

The visual identity was redesigned to reinforce Nomad’s recognition while preserving its legacy.

The previous logo incorporated ideas of stability, safety, and harmony through a square element representing the four elements and security.

Fabula Branding retained and simplified the square, modernizing the design while maintaining continuity.

It’s a clean, bold design with space for subnames or communication elements. A sans-serif font was chosen to align with the brand’s modern and purposeful aesthetic.

Fabula Branding provided guidance on using the new identity and developed branded materials.

Given Nomad’s diverse audience, the agency developed a flexible communication strategy tailored to various channels and customer segments.

The brand persona and tone of voice emphasize experience, mentorship, confidence, and care. While adaptable in style, the brand maintains consistency across communications.

The overarching goal is to make Nomad synonymous with trust and insurance.

Nomad is the company to entrust with your life, security, and future.

Nomad’s rebranding was a landmark project for Fabula Branding. A collaborative effort between the Belarusian agency and the Kazakh insurance group, it combined international expertise to create the right solution. Fabula Branding also supported Nomad during the launch phase.

“We conducted in-depth interviews and numerous meetings to understand the situation and identify growth opportunities. Nomad Insurance and Nomad Life are strong companies, but to thrive today and in the future, their products needed unification. When processes demand greater alignment and synergy, branding can provide the solution. We recognized this deeply before arriving at the final decision. While it sounds simple, creating a bold, impactful brand required expertise, energy, and dedication. We spoke to people at all levels—from drivers and everyday citizens to top executives. Understanding both global and local contexts helped us arrive at the right solution”.

“Time moves forward, and Nomad evolves with it. After 20 years, we’re bigger, stronger, and more resilient. Today, Nomad Insurance and Nomad Life are one unified, stable brand. Celebrating this milestone reaffirmed our unity, a strength we’ll never relinquish. Stability, growth, and openness are not just words—they’re the foundation of our relationships with clients and each other”.

“Today, we can proudly say that together, the two companies of Nomad are stronger and more effective. Nomad is now squared—giving current and future clients the confidence to trust us with what matters most in business and life”.