Berxi Insurance Rebrand
Founded for growth, this Berkshire Hathaway Specialty Insurance brand was created top to bottom to meet—and exceed—expansive expectations.
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+ CORPORATE NAMING
+ TAGLINE
+ BRAND STRATEGY
+ BRAND CHARACTER & VOICE
+ LOGO SYSTEM
+ COLOR PALETTE
+ ILLUSTRATION STYLE
+ PHOTOGRAPHY DIRECTION
+ BRAND TO MARKET
+ ONLINE BRAND GUIDE
2024 Indigo Design Awards Agency Winner
Silver Winner in Branding: Services
RECOGNIZED FOR
Berxi is a professional liability and small business insurance company that insures healthcare and small business professionals. They’re also one of our first and longest-held clients. Our partnership began when they needed to create and brand a spinoff of Berkshire Hathaway Specialty Insurance Company. After carefully listening to their needs, we got to work crafting incredibly relevant ideas based on strategically sound thinking. The result: a catchy name that paid homage to its heritage and an entire brand built around giving customers a nimble, modern insurance experience. This also provided Berxi with the building blocks to grow their brand. After five successful years, they realized it was time for a rebrand to support their growth ambitions and to further define the brand for existing and future customers.
OUR APPROACH
Introduce more humanity to the brand by considering the whole person buying insurance, not just the professional setting. Speak intelligently and with enthusiasm. Open up the visual range with more color combinations, a new illustration style and a less restrictive view on photography.
THE WIN
With a broader set of offerings, products and target audience, we took another look at Berxi’s full brand guide to determine what changes we could make that wouldn’t completely overhaul the brand. After meeting with leadership from each team within the company, we reevaluated what was working, what could use some evolving and what parts of their existing brand to build from to help them solve a new set of business problems.
A powerful upgrade to the brand was an earned sense of confidence in the Berxi voice. Through positioning exercises we confirmed there was a need for a powerful, confident voice to come through in marketing materials that would better represent Berxi’s stance (and stand out amongst the competition). But more than that, Berxi wanted to connect with customers on a human level that wasn’t just about selling a product. That developed into an approachable tone of voice that was further emphasized with a new, bolder and interesting font that brought the voice and persona to life.
From a visual perspective, we simplified background shapes, introduced single-line illustrations and stripped down the amount of copy so the brand’s boldness could shine. For social media, we expanded the color palette to keep the feed from feeling like stale, corporate wallpaper.
In addition to establishing the position and voice of the brand, we broadened the use of photography, keeping in mind that we were speaking to people at all moments of their lives, not just their work environment. This included using images of subjects looking at camera to create a more engaging connection with the viewer. We expanded on that connection through the use of continuous line drawings – a metaphor of unrealized potential and a mindset of “what’s possible.”
The entirety of the rebrand needed to be summed up in a way that suggested the brand was a partner that helped their customers stay on the path to success. This came to life in our tagline, Part of your Possible, (created in collaboration with Tagline Jim) which reinforced the brand’s narrow role in supporting professionals and small businesses as they grow and achieve their goals.
Hugh Buchan, Director of Marketing & Brand at Berxi
“The quality of their people is the best part of working with FV. They’re good, smart, hardworking, and conscientious, which leads to successful collaboration and good creative assets.”