INGROUP, an employee benefits planning company, approached us for help updating their image. Their sales and marketing materials, designed and written years ago, now seemed dated and no longer represented their company culture.
INGROUP wanted help creating a new brand image and the kind of sales materials, website, logo and identity that more closely reflected their current corporate culture.
We began by asking each key executive to fill out a TestYourBrand questionnaire, designed to help them consider how they and their customers perceive their brand, and how they’re different from other companies in their industry.
With these results in hand, we led the executive team through a half-day branding session, which led us to a brand triangle we created to clearly identify the most important facets of their personality and culture.
We also reviewed their competition: their identities, logos, copy, design, web sites …all with an eye on how we would make INGROUP stand out.
From here we crafted their positioning statement and brand line, presenting and refining several rounds to get the entire team’s buy-in before settling on the brand direction we all agreed would drive copy and design. We presented five rounds of logos and color palettes before we agreed on the style and brand colors, then finally turned our attention to the sales and marketing materials.
Now that they've completely bought into their new identity, the INGROUP sales team has been rejuvenated – increasing appointment bookings, using the collateral, stationery and business cards to create new urgency among prospects. Building excitement further, their new identity kit has won a GOLD Neenah award. Here are a few samples of our work for InGroup.