An homage to a family legacy business.
The Jumpsuit (Brand Strategy + Visual Identity Design)
THE WHAT:
ECI Insurance, a third-generation family-owned insurance agency established in 1964, stands out as an open insurance broker, providing tailored policy solutions from a diverse range of providers. The challenge was to redefine their brand in a way that honors their rich heritage while aligning with the vision of the new generation of leadership. Key objectives included refining core values, mission, vision, and brand purpose, ensuring the brand name's continuity, and distinctively positioning it in a market crowded with competitors.
THE SOLUTION:
Brand Strategy:
Leveraging the Nuevo Studio brand strategy framework, we embarked on a journey with ECI Insurance to crystallize their brand essence. This comprehensive process involved defining their brand purpose, mission statement, vision, core values, target audience, brand differentiators, and key messaging. This strategic approach ensured a deep understanding of ECI Insurance’s unique market position and its commitment to its clients.
Visual Identity Design:
The creative aspect of the project involved crafting a new visual identity that resonates with the brand's essence. The logo redesign introduced a cleverly designed padlock, symbolizing protection and safety, which ingeniously forms the letters 'E', 'C', and the dot of the 'i' in ECI, echoing the idea of protecting clients' most valuable assets. The color scheme and typography drew inspiration from the 1960s, paying tribute to the company's origins while ensuring a gender-neutral appeal. This thoughtful design approach resulted in a visual identity that's both contemporary and reflective of ECI Insurance's storied past.
THE IMPACT:
Immediate Outcomes:
The introduction of a comprehensive identity system provided the ECI team with a more robust and versatile brand toolkit. This revitalization not only unified the team under a shared brand vision but also enhanced the brand's external perception.
Client Feedback:
The new brand identity was met with enthusiasm both internally and externally. Our client shared that the feedback on the new brand has been overwhelmingly positive, with frequent commendations on its exceptional look and feel.
