Refresh, Refine, Rebrand

BankersWorksite needed to be rebranded to update, simplify, systemize brand assets for print and digital.

Challenges

Outdated, no diversity, too many colors made it look amateurish and cheap. Using their collateral for their Senior markets of the parent company. The materials looked similar and were cluttered with lots of information. This confused the agents who needed to grab these products sheets quickly heading out the door. Also there was no differentiation of audiences. They needed to define how to talk to and sell to:

1. Brokers, using their insider collateral and resources to sell to the end consumer

2. HR Directors, no kit for the HR professional to sell to their employees

3. Employees, poorly designed out-dated material that was repetitious and expensive to reproduce

4. Not the image desired for the younger, savvier consumer

After

Process:

1. Marketing team interviewed the brokers to determine what materials worked and what they would like to see in the future

2. Change the photography to reflect a younger, active professional in the workplace

3. Diversity to be shown in images

Solution:

It was determined that the brand would be one of a Boutique aesthetic: offering products of high quality to a small number of customers. Simplified the mark and created brand guidelines. 

Broke the different audiences down and clarified content needed for each audience. Used bold colors to differentiate each audience to eliminate confusion. Added photographic imagery appropriate to the audience to create emotional bonds and inspire action for each audience. Brokers need to build their sales kits quickly and easily when headed out the door to the client. 

Created a high-end luxury brand sales kit, to emphasize our differentiator which is quality of service with brokers, an “elite” club, and their soft touch personal approach with the consumers, and the swiftness of their claim process set them apart from their larger competitors.

These soft touch, embossed, silver metallic folders were practical, easy to build sales kits. Using our bold brand colors the agents had no doubt which materials to choose. The luxurious folders were modern and spoke to the Boutique feel they were going for.