One insurance brokerage partnered with DEG, an Isobar Company 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.

The challenge

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, an Isobar Company 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 strategy

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.

The unique brand position resonated with current and prospective clients, as well as associates, and was immediately adopted around the world.

The solution

DEG conducted in-depth, one-to-one interviews with more than 60 people in Mexico, Dubai, U.K., and the U.S; audited all existing brand materials across all sides of the business; researched press releases, news articles, and videos about the brokerage; and completed a competitive audit of its closest competitors.

DEG used Trellis, its strategic framework, to develop a brand-defining idea, as well as a comprehensive brand pyramid and manifesto that informed an essence video, both internal- and external-facing communications materials, and traditional and digital advertising and marketing materials.

Along with crafting brand guidelines for all global communications, DEG built proofs of concept and omnichannel activation roadmaps for rolling out the branding across all platforms. The branding was designed primarily using a black ink backdrop, showcasing insurance brokerage’s uncommon positioning and history of answering only to its clients as a privately held company.

Moving forward, these materials will help the brand’s internal agency develop and communicate its new positioning through digital activations aligning its brand platform with its technology platform.

The outcome

The new branding launched across the brokerage’s website and various communications channels. The unique brand position resonated with current and prospective clients, as well as associates, and was immediately adopted around the world. LinkedIn chatter showed a positive internal response to the launch, with associates sharing their pride in working for the long-standing brokerage.

Everything produced was done to generate a core passion for what the brand stands for. Now, many associates are sharing the new branding, saying “Yes, that’s why I work here.” That’s a pretty good return on investment.

See More Work

A Clear Vision for the Future

DEG partnered with a national window replacement company to create a video about the role technology plays in the customer experience with the brand across the journey.

Work With Us

Our approach has empowered local, national, and global brands to grow their businesses and achieve a competitive advantage, and we can do the same for you. Let us show you how we can capitalize on every moment you have with your customers.

Get Started