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 the country 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: While evolving their brand, we aimed to symbolize growth, guidance and progress while keeping their iconic “C” mark. The new style embodies life’s twists and turns, reflecting their journey and its roots on the winding Mississippi.
The tagline “Lead with Confidence” declares Crane’s promise: to navigate their clients through the complexities of business insurance. We stuck with the signature maroon color to preserve the brand’s history while introducing a fun secondary palette with bright reds and soft blues. Our goal was to create an inviting visual representation to do two things: appeal to both the next generation of brokers and clients while still resonating with existing ones.
With brokers managing their own books of business, upholding the new brand would be key. We created new collateral like PowerPoint presentations, sales materials and branded swag to ensure the company’s image is consistent across all platforms.
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 marketing strategy to increase visibility to potential clients. Since we implemented Crane’s campaigns, they now rank among the top 20 results for industry keywords in search and have obtained over 1 million impressions on Facebook. With a new brand and marketing strategy, and a website coming soon, Crane Agency is poised for another century of growth. And we’re excited to be part of their journey.
