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Kemper 2012 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Financial Services/Insurance, Money Management, Investment Services
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Unitrin provides automobile, homeowners, life, and health insurance to individuals and small businesses through several subsidiaries. Over the past several years the company had transformed itself from a diversified financial services holding company to a more focused insurance company.

In 2010 Unitrin acquired the rights to the Kemper brand name and wanted to determine how to leverage this new intangible asset across its businesses.

Management had questions regarding future brand strategy:
• Does “Kemper” have equity? Where and how can the brand be leveraged? How should we invest in the brand?
• What is the overarching brand strategy? Should we use Kemper more broadly?
• What is the best brand architecture?
• How can we bring the brand to life? To what extent do we want to signal change to the market?
• How do we engage employees and inspire brand-aligned behavior?

We recommended adopting the Kemper brand across all channels (businesses) and created an overarching brand positioning around providing customers with the confidence that Kemper will be there when needed most. We designed a unique new identity to represent the Kemper qualities of being trustworthy and attuned to customer needs. The gold color reflects the warmth and approachability of the Kemper brand and its team members and creates competitive differentiation. Used consistently with the visual and verbal components of the identity system, the elements communicate the brand essence “With you in mind.”

In August 2011 Unitrin rebranded as Kemper and launched the new brand to all audiences. The new name, strategy and identity represent the tangible and visual qualities that bind the businesses together and structure how Kemper communicates its benefits—from helping agents grow their businesses to protecting customers and their most valuable possessions. Today, Kemper represents a broad set of insurance businesses unified under one strong brand and with one set of core principles.


Client: Kemper -

Brand Strategists/Designers: Lippincott -
Creative Director: Connie Birdsall, Brendán Murphy
Designers: Julia McGreevy, Aline Kim, Bina Kijmedee, Peter Chun, Chet Purtilar
Production: Jeremy Darty, Brendan deVallance, Gladys Fabara
Brand Strategy: Michael D’Esopo, Shelby Brea, Jessica Trief


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