Williamson Carson & Whinney Insurance - Brand Strategy & Marketing
Williamson Carson are known for their expertise insuring the photography and creative industries, but didn’t have a clear vision of their brand Their existing visual identity was outdated and didn’t communicate the values of their creative audience. They also have another brand, Whinney Insurance, specialising in the Finance, Technology and Media industries, with a completely different look & feel, creating customer confusion when seeing the brands side by side.
“We approached Studio Luxmore originally because we wanted to grow our online enquiries from photographers. Since then they’ve helped in all sorts of ways. Initially they created a robust Brand Strategy for us which enabled us to evolve the brand, website and ensure our messaging is now more targeted. They’ve also created a Content Strategy for us, and overhauled our social media channels. Very recently they’ve driven the rebrand of our sister company and constructed a plan to bring the two brands together in a cohesive way, avoiding customer confusion and helping drive sales for both arms of the business.” — Tom Williamson, Founder & CEO Williamson Carson
Challenge
One of the biggest challenges has been ensuring all the client’s touchpoints communicate the brands effectively. The client also preferred to take small steps, so we prioritised the areas that would have the best return on investment. The other challenge was to update the website, with the client preferring to use their existing platform which placed limitations on the design and functionality.
Solution
Studio Luxmore worked with the client to develop a Brand Strategy to better communicate their brand. We commissioned a new Visual Identity, with new logos and colour palette to bring the two brands together. Reluctant to change website suppliers or change the design drastically, we have worked within the framework established by the client and updated their websites to better reflect the two brands and reach the different audiences. We continue to work with the client to improve their UX across digital and physical touchpoints, and to implement the SEO strategy to improve the reputation and authority of the websites.
