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Tungsten Branding
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RoamRight
A travel insurance name with its mission built in.
The Challenge:
Create an approachable, consumer-facing insurance brand name
Arch Insurance needed a name for its travel insurance brand that would connect with consumers and
communicate the value of protecting their journeys. The name needed to balance the excitement of exploring
with the reassurance of making a wise decision.
Beyond the main brand, Arch needed tiered pricing nomenclature to help differentiate its offerings and make
the range of coverage options easier to understand.
The "Ah-ha" Moment:
Two words. One mission: Travel wisely.
RoamRight captured the brand’s purpose in a subtle imperative. “Roam” invites exploration—the freedom to
discover new places and experiences. “Right” adds a sense of wisdom, confidence, and preparation. Together,
they encourage travelers to embrace the adventure while protecting what matters.
The repeated “R” sound gives the name memorable alliteration, making it linguistically sticky and easy to say. Its
message is intuitive: wherever you roam, go about it wisely.
To support the brand, Tungsten also presented a range of “good, better, best” naming options for pricing tiers,
helping Arch distinguish its offerings within a cohesive brand framework.
Continued Success: A name that continues to go places.
Launched in 2012, RoamRight continues today as Arch RoamRight, serving travelers on domestic and
international journeys. [1]
The brand has expanded its distribution through travel industry partnerships. Backroads selected Arch
RoamRight as its primary travel insurance provider in 2021. In 2026, it became the first travel insurance provider
to offer products directly through Tern’s booking platform. [2, 3]
Its continued industry recognition includes four Travel Weekly Magellan Awards in 2024 and three Gold
Magellan Awards in 2025—further milestones for a brand whose original promise remains relevant: travel
wisely. [4, 5]
Sources
[1] About Arch RoamRight
[2] Backroads partnership announcement July 21 2021
[3] Tern integration announcement February 10 2026
[4] Four Travel Weekly Magellan Awards in 2024
[5] Three Gold Travel Weekly
Scope of Work
Brand Discovery
Development of Naming Criteria
Brand Name Development
Tag Line Creation
Corporate Identity
Sub Brand Architecture
