National Interstate Insurance
Modernizing an insurance giant's brand image and website
Client Challenge
National Interstate Insurance (NII), a subsidiary of Great American Insurance Group, is a leading provider of insurance solutions for commercial transportation, along with their subsidiary, Vanliner. While NII holds a significant reputation in the industry, their brand identity and online experience didn't match their esteemed status. Recognizing the need in a professional services industry to modernize their respected brand image and enhance their digital presence, NII approached thunder::tech for assistance.
The Solution
t::t Strategy
We worked in a tandem approach, concurrently refreshing the brand and designing the website to reflect the brand updates. Our foremost purpose was to convey NII's strength and contemporize their visual identity while staying true to their core brand image.
To accomplish our goal, we focused on enhancing the digital presence of NII and Vanliner through the following key objectives:
- Creating a stronger user experience and improved functionality on their website.
- Developing a more modern, energetic and cohesive vision across all digital assets.
- Evolving the existing logo to ensure seamless application across various marketing efforts, including the website.
To achieve these goals, our team worked closely with NII, delving deep into their brand values and identifying the elements that needed to be retained and integrated into the new branding strategy. This collaborative approach ensured that the refreshed brand and website truly reflected NII's identity and met their objectives.
Method
With a focus on conveying strength, we aimed to create a bolder visual identity representing growth and momentum, with a nod to the roads traveled in commercial transportation. This approach ensured the new branding would maintain recognition while updating NII for the digital age.
Building upon the decisions made during the rebranding process, we applied them to the website design. We displayed the service banners as animations that transitioned from sketched blueprints into clean photos of the different transportation methods NII works with daily.
The powerful features of Sitefinity enhanced the website design to deliver a seamless user experience. A few benefits of the platform include:
- Language on a continued partnership.
- Custom accordion sections: Provides a streamlined and organized way to present information.
- Unique site integrations: Enhances its overall performance and user experience.
- Categorization capabilities: Ensures relevant and up-to-date information is readily available to users.
- Intuitive user interface: Allows for easy editing and customization without the need for extensive technical expertise.
- Fully customizable: Tailors both the backend interface and frontend design to match NII's specific brand.
- Extensive WYSIWYG (What You See Is What You Get) editor: Enables NII to easily update and maintain their website with rich, visually appealing content.
- CRM and MarTech systems integration: Consolidates customer data and streamlines marketing efforts.
- SEO benefits: Helps NII improve their search engine rankings and attract more organic traffic to their website.
Additionally, the intuitive website interface created by our team effectively accommodates the needs of producers, customers and industry stakeholders. With the user in mind, we streamlined the browsing experience, enabling visitors to access information effortlessly and make informed decisions.
While hurdles popped up throughout the stages of the site, we maintained clear and constant communication with the NII team, ensuring that NII’s expertise and vast thought leadership were considered and integrated into the final deliverables.
The Impact
The partnership between NII and thunder::tech led to notable results, both in terms of brand revitalization and website development. By leveraging the capabilities of Sitefinity, the website's robust framework allowed for the implementation of strong custom modules and attention to detail. This resulted in an improved user experience, as visitors could navigate the website seamlessly and easily access relevant resources. Custom assets and a comprehensive resource filtering system further enhanced the website's functionality, providing users with a tailored and efficient browsing experience.
The seamless transition of the brand identity conveyed NII's strength and growth without causing any confusion or loss of brand recognition, overall leading to a positive reception from existing customers and reinforcing NII's position in the industry.
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