Endsleigh, the independent insurance and financial products intermediary, has appointed digital agency Inbox to develop its brand identity and strategy for both online and offline media.

Inbox will handle strategic brand development to help the insurance company become more digitally focused. The move is part of a bid to create greater synergy between its online and offline presences, which will be led by online.

Stuart Wartalski, head of corporate communications at Endsleigh, said, "The online channel is now the primary pipeline for our business, so it's vital we move the brand forward to fit and engage with our target audience in the digital space.

"This is quite an interesting shift for us to use a digital agency. Previously we would have used an ad agency," he added.

"Our business has evolved and our website is now the most-viewed visual manifestation of our brand and products. It's only appropriate that the online creative strategy should translate offline."

Inbox will also create a digital strategy for Endsleigh, including data-driven eCRM campaigns.

The appointment is part of a move by the insurance brand to raise its profile in the booming insurance market, where it not only competes with brands like Churchill and Direct Line but also aggregator sites, such as Confused.com and Moneysupermarket.com.

Endsleigh aims to develop its presence among its key target markets of students, graduates and young professionals. It also aims to grow its branded insurance services, which it handles for Manchester United, Manchester City, Arsenal and Tottenham Hotspur football clubs.

Inbox, previously known as Inbox Digital, is part of the Digital Marketing Group.