The brief was quite open, the only requirement was to create something that stands out and its different compared to what competitors do. Moreover, the final outcome - leaflet had to incorporate the statement that 'Not all Structural Insurance companies are the same'.
My approach was straightforward. I made an illustration of the street full of buildings where one of them looks different. The house in the center seems to be smiling as it's insured by the company. The style of the illustration is friendly and simple to convey the ideology.