Atlantic Casualty Insurance Company contacted UnderStory interested in help with a new brand identity and website for the company. A family owned business formed in 1983, the company was recently acquired by The Auto-Owners Insurance GroupSM , but maintained the same organization and leadership. Because of this exciting new era, it was time for a new look for the company. It was very important to evolve the brand while maintaining some anchor to their rich company history.
The previous logo presented challenges for recognition when scaled across branded materials. But the seagull was sacred to the company's history and brand equity. So we worked through several iterations of a logo mark, starting with a seagull and lighthouse direction before deciding on a simplified triangle shape mark focused on a single seagull shape in flight.
Reflecting stability through change, the new triangle mark is also a subtle A shape. The logo type is a nod to their history in both type style and maintaining a seagull shape as the dot over the letter “i”. UnderStory created a new identity system with brand colors, typography, and several responsive logo variations for better implementation across branded materials.
As part of the new brand identity rollout, UnderStory designed and developed a new online home for ACIC. In addition to extending the new brand visually, the primary goal for the website was to provide quick and easy access to the many agents with home offices and authority to offer coverage across the country. We also focused much more on the experience across devices compared to their previous website.
To help launch the new website and new look for the company, UnderStory designed a series of physical and digital banners for use online and at tradeshows.
