How we revamped a 130-year-old insurance brand

IMT Insurance
Brand development
local agents nationwide
agent co-op marketing program participants yearly
well-deserved and consistent brand

After more than 130 years in the insurance industry, it was high time for IMT Insurance to revamp its brand and energize its employees, agents and customers. This would allow us to unify a group of companies – IMT Insurance, IMT Group and Wadena Insurance – under a single, resonant brand. The insurance industry is one of the most competitive in terms of clever and creative marketing, so the stakes were high as we embarked on this corporate marketing project.

Additional services provided

  • Brand development
  • Online advertising
  • Creative design
  • Video/2D animation
  • Photography
  • Key messaging
  • Copywriting and editing

Survey the landscape

IMT Insurance encompasses multiple brands that provide a bevy of consumer and business insurance products through more than 500 independent insurance agents nationwide. It was time to simplify and modernize the brand in an ultra-competitive industry that embraces creative and clever marketing.

Sketch what success looks like

Revamp the corporate brand and get approximately 20% of the 500+ independent agents to enroll in the co-op marketing program in the first year.

Engineer the plan of attack

First, reinvent the brand voice, going from buttoned up to bold. Next, completely revamp the visual identity by modernizing the approach to graphic design and video/photography. Lastly, roll out the new branded deliverables to the agents.


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