Rebranding and
Content Design
Berkley Public Entity, 2018
I completed the writing, content design, and illustration for the website, sell sheets, email template and event banner.
The Objective
Berkley Public Entity knew they wanted a modern, appealing web site and trade show collateral, but had no idea how to begin. My job was to evaluate the gaps in their marketing collateral, plan the pieces needed, and produce them.
The Research
Stakeholders Weigh In
I met with stakeholders from operations, underwriting and IT. Individual and group sessions resulted in a plan:
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1. A fresh, bright design to appeal to the rising millennial insurance brokers and risk managers.
2. An expansion of marketing collateral, including web site, event banner, sell sheets, an email template and a display ad, for increased appeal and engagement.
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Surprisingly, a company name change with a logo update also resulted from these sessions. This was completely unexpected, but universally agreed upon and executed to positive feedback.
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Before
After
Fresh, Bright New Aesthetic
Blue, green and the (updated) company logo were the only mainstays moving into the new design.
To appeal to the rising millennial demographic of brokers and risk managers, and reflect the BPE team's vibrant energy, I chose two cornerstones:
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1. Bold, highly-saturated greens and blues.
2. Flat cartoon people and buildings, representing the ideal relationship between BPE and its clients.
The team was on board with the new approach. Time to create some collateral.
The New Collateral
Sell Sheets - One per Service Channel
First, I created three 'sell sheet' handouts, focused on the three main services offered. I based the messaging off interviews with the company president and refined it with the VP of operations.
A Website Rewrite and Redesign
With a new design and new focus on services, the site needed to start as a blank slate.
Based on stakeholder interviews, I mirrored the site navigation from the sell sheets. I wrote the content, designed most of the graphics and laid out the site.
Before
After
An Engaging Email Template
For an insurance company, standard Outlook emails were obviously expected. However, email blasts were occasionally needed, especially before industry events.
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I worked with an underwriter to compose text and reflected imagery from the site.
A Display Ad for Publications
Berkley Public Entity had opportunities to advertise, but no fully designed ad to display. I leveraged messaging from the company president for the ad. I filled it with more color than the other collateral to help it stand out from the other ads.
Finally, a Banner for Large-Scale Branding
For an recognizable presence at tradeshows, I designed a long, retractable pop-up banner. I combined graphics from the other collateral to create a feel-good scene in the new BPE vibe.
