Nursery insurer dot2dot launches its new look

As the UK’s leading provider of nursery insurance, dot2dot bring tailored protection and peace of mind to clients across the country. Established in 2003, dot2dot are a trusted brand within the nursery sector.

Their focus on understanding the specific insurance needs of early-years providers, has resulted in them being the number one choice, for 1700 nurseries nationwide. dot2dot has a distinctive identity, with a cute teddy bear character, Stanley who is the face of the brand, but after 14 years in the sector both the brand and Stanley needed a revamp. 

In total three agencies were invited to pitch for the work, but Bolton-based, dot2dot decided to keep it local – appointing Wood Street-based agency Relative to handle the project.

Relative Managing Director Robert Barlow: “We were delighted to have the opportunity to work with Jackie and the team and excited by the brief we were given. We understood that they wanted to retain the overall essence of the brand while giving it a cleaner, more contemporary feel.” 

Within the brief, dot2dot Director Jackie Hyde, made two things clear: to aid recognition, the brand colours should stay as was, and Stanley must remain front and centre in all communications.

“We love Stanley and were keen to keep him, but we wanted our brand to reflect our core value of keeping customers central to everything we do.”Explained Jackie.


Relative gave Stanley a makeover and added the new strapline “the bear who cares” to the illustration, reflective of the culture and focus of the team at dot2dot.

Creative Director Simon Barlow worked with an illustrator on Stanley’s new look resulting in a cuter cuddlier character. Relative also developed the firm’s logo. Simon explains: “In keeping with dot2dot’s personality, we decided the logo needed a friendlier, softer feel, so we replaced the old, rather formal looking font with rounder, weightier type that gives it more substance and presence. The addition of the balloon graphic also neatly highlights the sector dot2dot operate in.”

The new look and feel has already been brought into play on recent dot2dot press adverts in leading nursery title NMT, these elements have driven the design of the new dot2dot site. Unlike the previous site, the new online home of dot2dot is fully optimised for viewing on mobiles and tablets, with a clearer layout, improved navigation and far greater functionality than before.

To launch the new brand and website the team at dot2dot held a teddy bears’ picnic for staff.

“I’m delighted with how everything has worked out. While Relative have brought a childlike simplicity to the brand, at the same time it feels much more ‘grown up’. The website makes it easier for existing clients to find the information they need and is really appealing and accessible to new customers too.”

“Over time, as the new look and feel is rolled out over other communications, it will further differentiate dot2dot from our competitors and help us to gain an even greater share of the nursery insurance market.”