Home Protect, in a project with The Allotment, has rebranded to breathe a little life into the home insurance industry. Home Protect's remit is to provide insurance to tailored to fit any home. The Allotment has allowed that to permeate the theme of the rebrand.

The new logo, which says 'HOME', contains a variety of bright colours, a visual palate that is translated into pictograms of various different homes on the company's website. Both The Allotment and Home Protect have expressed their intention to make the brand stand out from a visually saturated sector.

Robin Sapherson, customer value director at Home Protect says, "The new logo, tone of voice and approach to marketing will challenge established and outmoded insurance underwriting practices and expose the absurdity of the 'average' in insurance and champion the lives of ordinary people living ordinary everyday lives."

The company promises immediate online coverage and The Allotment has responded by making Home Protect's image variable and flexible.

Communicate will be accepting entries in late autumn for the 2012 Transform Awards, celebrating the best in European rebranding.