Taking an inside-out approach to rebuild trust.
OTE ASFALISI is an insurance agent and subsidiary of OTE Group (a Deutsche Telecom member), one of the leading telecom groups in Southeastern Europe. As Co-Founder / Marketing & Brand Manager at Weeroot, my agency was appointed as their marketing partner.
Year: 2016Client: OTE GroupIndustry: InsuranceHere’s how I reinforced trust and relevance, taking an inside-out strategic approach, identifying a misalignment, and leading a full rebranding, from a new corporate identity to engaging campaigns.
THE ASK
OTE ASFALISI employs over 10,000 people across Greece. Despite this vast network and the huge primary audience of employees and their families, OTE ASFALISI wasn’t the go-to choice for insurance coverage. While employees could access exclusive offers and personal support from within the company, they were still turning to external providers.
THE ANSWER
It hit me: OTE ASFALISI wasn’t just outdated—it was being overshadowed by the very brand it belonged to. In a sea of sleek, modern visuals from COSMOTE and its competitors, OTE ASFALISI felt like the forgotten sibling. So, I made it impossible to ignore. — OTE ASFALISI wasn’t just outdated—it was invisible next to its modern sibling, COSMOTE.
THE APPROACH
Taking an inside-out approach, I leveraged the sales team as front-end personnel, gathering feedback not only from clients but also from the team itself. This allowed me to validate our assumption that the brand was outdated and maintain a close, interwoven relationship with the sales team through weekly check-ins, establishing a proactive feedback loop.
I then overhauled the brand identity—introducing a new tagline, updating office signage, promotional materials, and online communications across the website, email, and intranet.
The result was a modern, cohesive brand that aligned with COSMOTE and reestablished trust with employees, external partners, and clients alike. The project lasted 18 months, revitalizing OTE ASFALISI across every touchpoint.
THE IMPACT
The rebranding and strategic overhaul of OTE ASFALISI led to a 40% increase in revenue within the first year following the project, with an additional 23% growth in the subsequent year.
This steady upward trajectory continued even after the project's completion, reflecting a strong and sustained impact.
The refreshed brand not only aligned with COSMOTE’s modern identity but also fostered renewed trust and engagement among employees and external clients alike.
Work completed as part of my role at Weeroot agency.