Marshall & SterlingInsurance
Modernizing a 150-Year-Old Brand
A brand refresh and website redesign for an employee-owned insurance firm, which doubled the quote requests submitted through the site over a year.
- Client
- Marshall & Sterling
- Project
- Brand Refresh and Website Redesign
- Services
- Market Research · Strategic Branding · Website Design & Development
The Challenge
Modernize the brand and website of a company with more than 150 years of history, without losing the credibility that history had earned.
Marshall & Sterling is an employee-owned insurance company with more than 150 years of service. Its customers span generations, and the firm needed a brand and website that served all of them while keeping pace with technology in the industry.
The Approach
How the work unfolded.
Research
Interviews, surveys, competitive research and psychographic profiles of customers across generations, to define what the brand had to keep and what it had to change.
Refresh the brand
Strengthened and updated the brand so it read as modern while keeping the respect and integrity of the company.
Rebuild the website
Designed and built a new website that worked with the third-party insurance applications the firm relies on.
The Outcome
What changed.
- Quote requests submitted through the website doubled over a year.
- An immediate and significant increase in site traffic.
- A brand that unites 150 years of service with what clients need today.