HEATHWOODS
CHALLENGE
Heathwoods Insurance, a market-leading independent commercial broker serving the property and construction sector, faced increasing challenges in an oversaturated insurance market. They approached us seeking a refreshed brand identity and website that would elevate their profile and reinforce their position as industry leaders. Their existing brand assets failed to communicate their deep expertise and premium service offering, putting them at risk of being perceived as just another insurance provider in a crowded marketplace.
To address this challenge, we implemented an immersive discovery process, embedding our team within Heathwoods' operations to gain a comprehensive understanding of their business model, stakeholders, and unique requirements.
MARKETING STRATEGY
After conducting an in-depth marketing and brand strategy review, we developed a comprehensive approach that would showcase Heathwoods' distinct market position. Our research revealed that their greatest asset was their vibrant, successful team who consistently delivered effective insurance solutions to clients.
BRAND DEVELOPMENT
We created a bold new brand identity that reflected the energy and expertise of Heathwoods professionals while maintaining the gravitas expected in the commercial insurance sector. This strategic repositioning moved away from the industry's typically conservative visual approach, instead highlighting the dynamic personalities and client-focused culture that truly differentiated Heathwoods in a saturated marketplace.
The font used for the logo was chosen as it uses sharp block edges which reflect the nature of Heathwoods' focus in the construction sector. The two words were stacked on top of each other to highlight building blocks. We used the letter 'O' to create a brand asset that multiplies the letter 'O' into a 'crane-style' asset to reflect the construction industry. This innovative typographic treatment transformed a simple letterform into a meaningful visual metaphor, evoking the distinctive silhouette of construction cranes that dominate urban development skylines. By extracting and reimagining this single character, we created a versatile brand element that could be deployed across various marketing materials and digital touchpoints, providing immediate industry recognition while maintaining brand consistency throughout all communications.
WEBSITE DESIGN & DEVELOPMENT
We first conducted in-depth research to create a re-designed user experience and sitemap. We created multiple different avenues for a user to be able to find out who Heathwoods are and the services they offer, including the ability to explore by sector or by individual products offered. This intuitive navigation structure addressed a critical pain point we identified during our research, which was that construction professionals needed to quickly locate relevant insurance solutions specific to their projects.
The website architecture was meticulously crafted to reduce friction in the user journey, with strategically placed calls-to-action guiding visitors toward meaningful engagement. Throughout the development process, we implemented the new brand identity to design the website to be visually engaging across all touchpoints, ensuring a cohesive and memorable experience that reinforced Heathwoods' market-leading position and differentiated them from competitors' often outdated digital presences.
