AmRisc Group had earned a reputation as nimble by design, an insurance underwriter that developed new products in response to the changing needs of the marketplace. While its teams advanced proprietary modeling techniques to track risk and manage portfolios, the brand received less attention, and over the years the company grew to include several sub-brands.
That growth created confusion. The parent company and one of its sub-brands shared the same name, and each brand needed its own value proposition alongside a clear role for the parent. Rebranding an established company also takes agreement inside it, since internal preferences and processes can make change hard to make and harder to keep.
We began with discovery, holding sessions and individual conversations with AmRisc's leaders and researching the company, then clarified the messaging behind each of the four brands and started the renaming of the wholesale arm. We developed a suite of logos and an identity system to unite the brands under AmRisc, designed presentations and internal communications, and directed a photoshoot, then brought everything under one roof online with a website organized around the role of each entity. A complete style guide put fresh taglines, logos, color palettes, and graphic treatments in everyone's hands.
Today the brands sit under one roof, each with a defined role, and the website explains what every entity does and how it relates to the parent company. The people at AmRisc have the guidelines to use the identity consistently. The company stays nimble by design, and its brand now reflects it.
