| Argo Group
2010 REBRAND 100 Winners > merit
Industry: Financial Services and Insurance
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Argonaut Group was a well-respected leader in specialty insurance in the United States, with over two decades of experience in the industry. To strengthen its leadership position, Argonaut strategically acquired PXRE, a Bermuda-based reinsurance company in 2007.
Challenge - Entering new geographies and markets required repositioning the company as an international specialty insurance underwriter and reinsurer, which involved:
• A new holding company name because a competing financial services company operates under the Argonaut name in Bermuda
• An evolved brand strategy and identity system
• Integrated communications to its employees, clients and investors
Strategy - To carry forward the positive equities of the Argonaut brand, a variation of the Argonaut name was selected for the new holding company: Argo Group. Argo Group’s strong relationships with its employees, clients and investors form the foundation for the unique brand promise: “Outstanding Results. Realized Together.” This strategy is communicated across the entire visual and verbal system — the logo depicts two overlapping shapes pointing toward a common goal, and the new tagline, “Get There Together,” is a succinct expression of the brand’s promise. In April 2008, Argo Group communicated its refreshed brand across all touchpoints to employees, clients and investors.
Result - Argo Group succeeded in its transformation, emerging as a leading international specialty insurance and reinsurance company, now with offices in London and Brussels. The new brand has instilled a revitalized internal culture, uniquely reflects Argo Group and provides a scalable platform for the future evolution of Argo Group.
Credits:
Client: Argo Group - www.argolimited.com
Brand Strategists/Designers: Interbrand - www.interbrand.com
Core Team:
Strategy:
Exective Director: Tom Zara
Director, Strategy: Heather Baillie
Creative:
Creative Director: Craig Stout
Senior Designer: Chris DiMaggio
Senior Designer: Jenny Mangan
Director, Verbal Identity: Jason Baer
Consultant, Verbal Identity: Jill Jaquith
Program Management:
Program Manager: Domenica Cresta
| |
