A growing business needs an evolved brand.
Challenge: The professional and small business insurance market was not only fragmented but becoming fiercely competitive. Berxi, initially targeting a narrow audience with a single product, faced the urgent need to scale as its offerings expanded. Without a dedicated creative department, brand decisions were made in silos, leading to inconsistencies across touchpoints and a diluted brand presence.
Insight: As Berxi grew, so did its market. To keep pace, the brand needed to evolve—developing a more cohesive and scalable identity that could speak to diverse niche audiences while standing out in a crowded, commoditized market. The brand needed a strong foundation, including prescriptive guidelines to ensure consistency across all channels and touchpoints.
Objective: Build a distinctive and adaptable brand identity that instills trust and sets Berxi apart from competitors. This included developing comprehensive brand guidelines, a design system, and a creative toolbox that could scale with the business and resonate with multiple niche audiences.
My Role: When I came on board, leadership had approved a brand evolution concept, but it was just a vision on paper. My job was to bring that concept to life and make it actionable. I took the reins, bridging the gap between our brand agency and internal teams, ensuring the brand transformation not only met immediate business needs but was also future-proof.
Solution: The brand evolution resulted in a sophisticated, modern identity. I led the redesign, updating the visual identity with a refreshed color palette, new fonts, textures, and continuous line illustrations that brought a unique edge to the brand. The voice of Berxi was also redefined, simplifying complex insurance topics and positioning the brand as a confident, trustworthy leader in the market.
We didn’t stop there. I introduced an audio identity, including bespoke music and a signature sound that reinforced the brand’s modern, approachable image across video and audio touchpoints. A new tagline was crafted to capture the essence of Berxi’s promise.
Once we had the visual, voice, and audio elements in place, I spearheaded the creation of a robust brand guide and design system. This toolkit provided clear directives for all creators involved in brand development, ensuring consistency across everything from internal PowerPoint templates to customer emails and the online portal. Every element was meticulously crafted to reinforce how we wanted Berxi to be perceived—reliable, modern, and easy to navigate.
Execution & Impact: The new brand was rolled out across all customer touchpoints. Working cross-functionally, I oversaw a complete overhaul of Berxi's brand experience, from hundreds of transactional emails to customer portal updates, ensuring a seamless, consistent experience.
Additionally, I conducted market research and competitive analysis to continuously refine our messaging as we expanded into new segments. This allowed us to stay ahead of market trends and competitors, adapting our approach as needed to resonate more effectively with emerging audiences.
Through this holistic brand evolution, Berxi established a differentiated, cohesive identity that scaled with the company’s growth and stood out in the competitive insurance landscape.
The evolution manifested in a more sophisticated brand with a modern sensibility.
● The visual identity was updated with a broader color palette, new font, textures, shapes, photography treatment, and custom continuous line illustrations.
● The brand voice was refined to reinforce the concept of confidence and break down the complexities of insurance to make it easier. A tagline was introduced.
● We introduced an audio identity for the brand, developing bespoke music and an audio signature.
● Brand positioning and core messaging were refined.
