March 2, 2025
I recently had the pleasure of conducting a “brand fitting,” Fast.
Sometimes a client something less than a rebrand but more than a “look.” There might be a big investor conference or a key new account that requires a different manner of dress. LeClair National Insurance Marketing was such a client. They had good taste but were in need of modern tailoring for some major changes in their business.
Health insurance can be more exciting that signing your name on a bazillion documents. That is how I saw LeClair. A pared back modernism combined with strong primary colors anchored the branding. I compromised by using stock photos as placeholders for a later photoshoot. They worked well enough, so that never came to pass.
Core Identity Elements
The new branding was launched with web and interactive materials. A range of print and display elements were used for field support, on-premises branding and a suite of corporate ID materials. Recent work from the campaign is depicted here.
Structure and Discipline
Sometimes a new brand falls apart during execution. In this case, a strict use of the grid and complementary colors across the color wheel have assured the new brand is being delivered with consistency. Engagement is strong across social, direct and on-premise channels, proving that it’s possible to make the boring more beguiling, and fast.