One insurance brokerage partnered with DEG to find a cohesive thread within the brands, the truth its people believed in, and a core ethos that unites the company globally.
Everywhere we look, we’re surrounded by all types of risk. But when it comes to financial risk, people rely on businesses that have a tradition of providing dependable guidance and stand for something greater. They want an institution that shares a common message throughout its brand and builds trust with its customers.
For half a century, the world’s largest privately held insurance brokerage has helped businesses negotiate the best price for insurance, manage their benefits programs, and navigate risk. After the acquisition of another brokerage in the United Kingdom, the company was a brand divided—united under one logo but with competing visuals, tone, and taglines. To unify its offices around the world under one brand, the brokerage partnered with DEG to find a cohesive thread within the brands, the truth its people believed in, and a core ethos that unites the company globally.
Delving into how business owners engage with the brand led DEG to the insight that business professionals looking for a partner to provide support and clarity in insurance decisions want to see how a company differentiates itself through its interactions with both the brand and its associates.
The insurance brokerage embraces and understands that risk is everywhere, seeking to challenge the definitions, assumptions, and misconceptions about what a brokerage can be and can deliver. DEG’s strategy was to embody that practice in a set of brand standards that conveyed the brand’s unique position.