Recent cases
Dec 8, 2020
1 min to read
Merger between La Capitale and SSQ Insurance results in the creation of Beneva, the largest mutual in Canada
On December 3, Beneva was created through the combination of La Capitale and SSQ Insurance, two major Quebec mutual insurance companies. The new organization brings together, under a single brand, an expanded range of accessible insurance products and financial services for its 3.5 million members and clients.
With more than $20 billion in assets under management and over 5,000 employees, Beneva began the progressive integration of the two organizations under its new identity. This transition enabled the organization to build a shared culture around the Beneva brand and the strong human values it seeks to promote.
BCF Supports Beneva in the Development of Its New Brand
The creation of Beneva also represented a major undertaking involving the development, protection and rollout of a new brand.
Working alongside lg2, which was responsible for the strategic and creative direction, BCF’s trademark and intellectual property team contributed to the legal aspects surrounding the development of the Beneva brand and its new brand identity.
The BCF team involved in the project included Johanne Auger, Frédéric Dionne, Pascal Lauzon, Sarah Hébert-Tremblay, Giuseppe Anzuino, Gaël Picout, Kimberly Sévigny.
This collaborative approach enabled BCF to support Beneva through an important stage in its evolution and the rollout of a new identity bringing two major Quebec organizations together under a single brand.
Trademark Counsel at the Heart of a Brand Transformation
Launching a new brand following the combination of two established organizations raises a range of trademark and intellectual property considerations.
The work carried out as part of the Beneva project illustrates BCF’s ability to support organizations through complex brand transformation projects where trademark protection, intellectual property considerations, brand strategy and the development of a new identity intersect.
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Our trademark and intellectual property team can advise you at every stage, from developing a protection strategy to launching and growing your brand.
