Crane Agency is one of the oldest independent insurance brokerages west of the Mississippi, dating back to 1885. With nearly 140 years in the industry, their primary focus is helping owners across Missouri and Illinois protect their businesses.
Despite a rich history, Crane lacked a unified brand identity. Many of their nearly 100 brokers had a different logo, letterhead and sales materials, ultimately confusing their audience. To stay relevant in the evolving and competitive insurance landscape, they needed a refresh—a cohesive, modern brand identity to instill confidence in clients and brokers.
Balancing the past and future was essential: preserving their iconic “C” mark, helped balance past and future. The new style reflects life’s twists and turns. The new tagline “Lead with Confidence” declares Crane’s promise: to navigate their clients through the complexities of business insurance. We maintained the brand’s signature maroon while introducing a secondary palette with bright reds and soft blues.
Our goal was to create an inviting visual identity that would appeal to both the next generation of brokers and clients while still resonating with existing ones.
We designed environmental graphics for their office walls, bringing the brand to life in their physical space. To ensure consistency across all channels and mediums, we created new collateral including PowerPoint presentations, sales materials and branded swag. With brokers managing their own books of business, these tools would be key in upholding the new brand identity.
A rebrand doesn’t end with its debut–it must continue to align with ongoing marketing strategies to remain impactful. So after Crane’s big reveal, we jumped into content marketing and digital ads.
By leveraging the expertise of their brokers, we developed a content strategy to increase visibility to potential clients. Since we implemented Crane’s campaigns, they now rank among the top 20 results for industry keywords on search engines and have obtained over 1 million impressions on Facebook. With a new brand and marketing strategy in place, the next crucial step was to create a website that would serve as the digital cornerstone of Crane Agency’s renewed identity.
We extended Crane Agency’s brand system to their website, creating a digital presence that seamlessly blends professionalism, expertise and approachability. Clear, concise messaging communicates the agency’s rich history and comprehensive service offerings, immediately establishing credibility. The website’s structure, featuring dedicated sections for specific industries, reinforces Crane Agency’s depth of knowledge and tailored approach to insurance solutions and builds a powerful narrative of trust and authority—essential elements in the insurance sector.
We strengthened the agency’s brand identity online through innovative visuals, including custom-masked stock photos forming a ‘C’ shape to match their logo. Aspirational imagery symbolizes the confidence and reliability associated with the agency’s services. The consistent appearance of the ‘C’ brand mark throughout the site reinforces brand recognition and creates a cohesive visual journey.
The website balances informative content with powerful visual elements to communicate Crane Agency’s expertise and personalized service while making a memorable impact on visitors, translating Crane Agency’s established reputation into a modern, digital presence.
