Sentry Insurance

Refreshing an iconic insurance brand in the USA

Challenge

Over time, Sentry Insurance's well-known US insurance brand has come to inaccurately reflect their true values and personality. Original positioning around the tenets of 'strength', 'protection' and 'vigilance' have become table-stakes in the insurance industry and not enough to differentiate them. Equally, the company’s visual identity felt too corporate, conservative, and sometimes cold and out-of-step with the times.

Solution

Our team created a digital brand experience that lived up to this new position, based on the ideas of dialogue and approachable expertise. Sentry’s real strength lies in its deep sector knowledge and appetite for rolling its sleeves up to help its customers when they need it most. The platform that the team developed built on this idea to create real opportunities to engage directly with potential clients.

My role

Initial qualification, project definition, client facilitation, user interviews, experience direction.