At Plymouth Rock Assurance, we embarked on an ambitious rebrand to create a cohesive, accessible, and trustworthy visual identity. Our goal was to establish a consistent presence across all channels—including out-of-home, digital, social media, print, direct mail, our enterprise website, the esales online funnel, and intranet sites—while infusing our designs with a human touch. In my role as Lead Visual Designer, I collaborated closely with our UX team to build a comprehensive design system that delivered visual density and consistency across every medium.
As the lead visual designer, I was responsible for:
Enterprise Website Homepage Redesign
I spearheaded the redesign of our enterprise website's homepage, ensuring it fully embodied our refreshed visual identity. My approach focused on creating a design that was not only visually cohesive but also deeply human-centered. The new homepage:
This transformation sets a new tone for our digital presence—modern, inviting, and truly reflective of who we are.
Rebranding & Website Redesign for Rider Insurance while Integrating Plymouth Rock Assurance Brand.
Challenge:
Rider Insurance and Plymouth Rock Assurance represented two ends of the branding spectrum. Rider was synonymous with an "Edgy" image, characterized by a gritty aesthetic that resonated with a specific demographic. In contrast, Plymouth Rock was known as the "Nice" brand, exuding a clean and polished aesthetic that attracted a different segment of the market. Our challenge was to bridge this divide while retaining Rider's edgy heritage and ensuring the loyalty of its existing customer base.
The Solution:
To overcome this challenge, we undertook a comprehensive strategy that incorporated the following key elements:
Benefits and Results:
The successful integration of Plymouth Rock Assurance's brand into Rider Insurance yielded remarkable benefits:
Brand Cohesion:
The rebranding efforts seamlessly merged the "Nice" and "Edgy" brands, culminating in a visual identity that resonated with a broader audience.
Enhanced User Experience:
Streamlined navigation, responsive design, and intuitive CTAs led to a significant boost in user experience. Users could access information effortlessly, leading to increased engagement.
Loyal Following Retention:
Rider Insurance's dedicated customer base found assurance in the brand's commitment to its edgy heritage, resulting in the retention of a substantial portion of its loyal following.
Heightened Engagement:
The website redesign, featuring clear and engaging content, contributed to increased user interaction and higher conversion rates.
Competitive Edge:
By adapting to evolving consumer preferences and maintaining brand relevance, Rider Insurance gained a competitive edge in the insurance market.
Social copy:
At Rider Insurance, we insure every type of motorcycle under the sun! If we don’t cover it, it probably doesn’t exist.
Social copy:
Why should you Ride with Rider®? With all the coverage options and policy benefits you need, Rider’s got you covered!
