new wave in the insurance industry & rkena

October usually smells like cinnamon, coffee, and Halloween. But since cinnamon isn’t exactly a campaign material in Georgia, and Halloween hasn’t quite found its footing here either – we turned our October focus to something more local, more relevant: renewal.

 

This month gave us one brand-new Georgian MMA organization and three major insurance company kind-of rebrands. In short –  a busy, fascinating month for Georgian branding.

 

The Insurance Trio: New Looks, New Promises

It’s rare to see three companies from the same sector rebranding almost simultaneously. Yet here we are – Imedi L, Ardi, and PSP Insurance, now known as Wizer.

 

Was it a coincidence? A ripple effect? A signal that the market is finally ready to move forward?
Whatever the reason, one thing is clear: all three brands are stepping into a new era – promising innovation, simplicity, and customer-centric services. Let’s unpack what each is actually saying.

 

Wizer – “We insure everything, but you shouldn’t.”

On its 15th anniversary, PSP Insurance underwent a complete transformation – new name, new logo, new brand platform.

 

Their campaign line, “We insure everything, but you shouldn’t,” feels unexpected for an insurance company. Yet it works – precisely because it challenges the norm.

 

Created by Playmakers, the campaign features striking short films centered on cultural objects –Madonna’s dish set, a collector’s car, and a Barbie doll – each given a voice and a story. The idea is beautifully human: when we overprotect things, we also overprotect ourselves – and end up living less.

 

The emotional tone is on point. But there’s also a sense of déjà vu. The storyline and even the narration echo the earlier “Gogoa” (“It’s a Girl”) campaign – also by PSP and Playmakers – with lines like “This is the life I never lived”. Coincidence or a creative formula that just works twice? Topic to investigate.

 

Regardless, Wizer has positioned itself smartly – a modern, emotionally aware brand that speaks not about policies, but about how we live.

 

Imedi L – “Insurance that fits you”

After 30 years in the market, Imedi L refreshed its identity and strategy, expanding beyond health into property insurance.

 

Their new promise, “Insurance that fits you,” communicates flexibility and choice. The opening campaign – led by Livingston – visualizes this through relatable everyday moments, emphasizing how insurance adapts to you, not the other way around.

 

They’ve also introduced an AI assistant aimed at making service faster and more convenient — signaling that digital experience is now part of their customer promise. The next phase seems clear: scaling visibility and reinforcing trust.

 

Ardi – “It’s time to live”

Ardi has been operating for 15 years and is now focusing on innovation through technology. The rebrand announcement this summer highlighted their updated app – the core of their evolution.

 

The tone of “It’s time to live” feels optimistic and forward-looking. Their focus on partnerships (like offering free mobile internet or hotel discounts with insurance packages) gives the brand a more lifestyle-driven character. It’s less about risk — more about living well.

 

Common Thread: Relevance Through Modernization

All three brands are, in essence, telling us the same story – “we’re modern, we’re simple, we’re built for you.”
The real challenge now? Living up to those promises.

 

Branding often runs faster than the service itself. Hopefully, this time, the service will catch up – or even lead. Because whoever delivers both experience and emotional value will take the lead in this competitive field.

 

Interestingly, among the three, only PSP changed its name entirely. It’s a bold move — one that redefines identity from the ground up. Whether it pays off depends on how quickly Wizer becomes more than a name — and turns into trust.

 

RKENA – The New Georgian MMA Brand

And then there’s RKENA, the new Georgian MMA organization from Setanta Sports.

 

“Rkena” is an old Georgian word meaning grapple or wrestle – a choice that feels both rooted and powerful. The launch film, featuring a remix of Revaz Lagidze’s “Sachidao,” merges Georgian cultural DNA with modern, electronic energy.

 

It’s a stunning combination – traditional and raw, yet futuristic and fierce.
Different ages, both genders, real athletes – all woven together to create that pre-fight adrenaline that makes you want to stand up and do something.

 

If you got goosebumps watching it, you weren’t alone. RKENA is off to a strong, emotional start – one that might just redefine how Georgian combat sports are branded.

 

October in Review

Autumn brought renewal for Georgia’s insurance sector – and possibly a turning point.
The brands that will win from here are those that simplify, personalize, and deliver.

 

Meanwhile, RKENA adds a fresh, bold voice to Georgian sports branding – showing how heritage and modernity can coexist, fight side by side, and win together.

 

That was our October Focus.
What would you add?

 

 

the photo materials used in the visuals belong to the respective brands and constitute their intellectual property.