INSURANCE BROKERAGE BRAND STRATEGY
Streamlined branding strategy and style guide
OBJECTIVE
With more than 1,200 employees and over a decade of experience, this business-to-business (B2B) focused company is a leader in the insurance brokerage category. Years of acquisitions had created brand fragmentation and inconsistency in marketing materials. They needed help unifying and standardizing their brand ecosystem.
RESULTS
We developed a 40+ page Brand Guidelines with comprehensive usage information for their brand identity. Improvements included a streamlined sub-brand strategy taking 10+ brands to 6, creating 5 corporate templates for the Microsoft Office Suite, and updated overview language and fast facts for the brand. The process involved collecting information from many different existing brand materials, stakeholder interviews, identifying issues and gaps, and getting approvals from business leaders across the organization.
