Ashley Creech

The Challenge: A Fractured Brand Identity

In the midst of industry changes and evolving customer expectations, the client faced a brand identity crisis. They had a web app that functioned well but failed to impress. Moreover, the company’s voice and tone across different platforms lacked consistency and modernity. This fractured brand identity left insurance agents struggling to effectively present the company to potential customers, hampering business development efforts.

The Underlying Issues

• Outdated Brand Perception: The existing brand did not resonate with the younger generation of insurance agents, nor did it reflect the innovative strides the company was making in the tech arena.
• Inconsistent Messaging: The brand voice was fragmented across different platforms and touch points, leading to a diluted and ineffective brand presence.

The Solution: Holistic Rebranding and Technical Revamp

We took on the project with a multi-faceted approach, treating the brand as more than just a logo or color scheme. It was about distilling the essence of the company into every customer interaction, including the user interface of the new web application for insurance agents. We not only modernized the interface but also formulated a comprehensive brand strategy to ensure that this new look would be reflected in every piece of content generated by the company. The aim was to rejuvenate not just the company’s appearance but its voice and ethos as well.

How I helped

• Persona Crafting: In close collaboration with a Business Analyst, I formulated detailed personas that encapsulated the traits, needs, and pain points of both current and potential agents.
• Brand Strategy Overhaul: Using the insights gathered, I spearheaded the development of a new brand strategy. This encompassed guidelines for voice and tone, editorial style, and even accessibility to ensure a universally positive user experience.
• Content Alignment: I meticulously reviewed all existing content to ensure it conformed to the new brand guidelines. This ranged from web copy to internal memos to customer-facing emails.

The Outcome

The result was a more cohesive and resonant brand that better represented the company’s values and ambitions. The new web application successfully integrated this refreshed brand identity, receiving positive feedback for its user experience and aesthetic. The new brand strategy served as a foundational guide, assisting various departments in maintaining brand consistency across a multitude of channels.