INSURANCE GROUP OF AMERICA

Naming
Branding

Strategy

Copywriting

Packaging

about this project

Insurance Group of America was already established as a company with an established brand when we first met with them. But they were looking to scale their company and attract quality employees that would know how to embody the companies values.

Even in our initial interviews with the company and its employees we quickly discovered that IGA is not your standard insurance company and the internal culture and care for clients and employees is unlike any other company in Tennessee. Our goal was to clarify and communicate the brand culture through all internal messaging as well as external marketing. We wanted to build language around the ethos that already existed in the company to create a rallying cry for its current employees while also attracting similar talent.

We quickly experienced first hand that IGA embodies the same grit and tenacity of a good coach; they will push boundaries because they expect the best of their team. They believe in getting your boots dirty to create the best outcome possible, both for their clients but also for their employees. They are maverick in their approach to the insurance market because they refuse to do things like everyone else.

One of the ways we helped IGA clarify their brand was by creating brand values that were authentic to their company. We took all of our research and were able to identify four distinct values that IGA embodied: Guts, Resilience, Integrity, and Tenacity. We wrapped those values up into the acrostic GRIT as a simple way all IGA employees can be unified in their approach to insurance. These values were integral in reshaping brand language, writing their brand story, and creating recruitment videos.