AssuredPartners is one of the largest insurance brokers in the U.S., exceeding more than $3B in revenue since founding in 2011.
The firm asked us to re-assess their entire visual brand identity.
We worked to improve their brand identity and communications by better aligning to their strategic mission ‘Power through Partnership’.
We created a flexible brand asset that literally visualises ‘Power through Partnership’. Using three-dimensional silhouettes of the letters A and P, we created a dynamic ‘Venn diagram’, where the magic is in the overlap. With hundreds of possible variations, the AP asset simplifies and enriches the brand messaging for each vertical, whilst always remaining true to the masterbrand.
At AssuredPartners, our strategic mission of ‘Power through Partnership’ is at the center of everything we do and it was imperative to reflect that in our refreshed global brand. Strategic brand messaging not only elevates our competitive positioning and marketing strategy, it creates a unified message around who we are and why clients should do business with us, what we do, and how we differentiate ourselves within a saturated industry landscape.
For the design, the fixed elements of the identity were upgraded – we redrew the symbol and wordmark for better readability, with redefined colourways better suited for digital output, as well as a new suite of icons.
A new photography system was created to represent the industry verticals and push away from the generic stock imagery used within insurance.
The system consists of two sections: ‘Human Touch’ and ‘Working Environment’. Combining the imagery with the ‘Partnershapes’ while keeping people at the heart of the business.
We developed a full strategic model from the foundations of ‘Power through Partnership’ adding new values and tone of voice to help guide the personality of the brand.
The new branding reflects what has been happening behind the scenes for a long time. When AssuredPartners and their clients meet, a powerful connection is made. This overlap is also about embracing change, technology and innovation.
Looking ahead, we’re focused on leveraging this revitalized brand to create experiences that leave a lasting impression. Whether through improved digital platforms, more engaging storytelling, or personalized client interactions, our goal was to visually strengthen our “Power through Partnership” commitment and create a unique identity for AssuredPartners. This transformation isn’t just about aesthetics; it’s about deepening connections and driving meaningful outcomes and the fantastic team at SomeOne has helped us to achieve that.
In refining the brand architecture, subtle design nuances of colour, illustration and photographic styles helped differentiate between the business, personal and private client arms of the business, in turn helping customers and partners easily navigate through the brand and its offerings.
We worked with illustrator Peter Greenwood to create a suite of illustrations to use within the personal insurance category of their business. Alongside the introduction of illustration, we decided to lead with the vibrant AssuredPartners Blue and treat the Partnershapes as singular graphic devices. We approached photography slightly differently, being more family orientated and friendly.
The private client insurance category within the business needed to have a more premium edge, while still being recognisable as AssuredPartners. We approached this by leading with AssuredPartners Navy, designing minimal layouts and creating a new photography system — pulling away from people and focusing more on inspiring imagery and the finer details.
The work AssuredPartners does creates meaningful value for our clients, our business, our shareholders, our people, our communities, and the world – and our core values of Partnership, Expertise, Innovation, Passion, and Doing the Right Thing are integral to our brand identity and communications. David and his amazing team at SomeOne not only helped us refine our brand strategy, but also brought the idea of ‘Power through Partnership’ to life for us through our refreshed brand identity, far exceeding our expectations.
Thanks to all at AssuredPartners, Liz, Erin and Lynne.
SomeOne Team.
David Law — Founder, Strategic Director
Laura Hussey — Executive Creative Director
Shaun Turnbull — Creative Director
Ryan Parsons — Lead Designer
Melvyn Johnson — Senior Designer
Luca Portik — Designer
Ben Field — Account Director
Eliza Wilkie — Junior Account Manager
Peter Greenwood — Illustrator