Eastern Insurance is a new Canadian insurance company pioneered by the established Carleton-Fundy Mutual. In need of a vibrant brand that matches its new identity, Eastern Insurance reached out to Emberly Digital to craft a new logo, brand identity, and website. The Emberly team began by surveying the industry and competitors and analyzing their market positioning. The team aimed to create something fresh, unique, and distinctive while recognizing the specifics of the market segment Eastern serves. Once the data on industry competitors and Eastern’s primary customer demographic was gathered, the Emberly team began to collect information on the company’s core values and personality. We interviewed members of the Eastern team, noting what made them smile and come alive. The Emberly team then put together a mood board of imagery that we felt captured the spirit of Eastern Insurance and began to propose concepts for iconography and typography. The color palette was locked in early in the process. Emberly sourced the teal blues and golden sunshine colors from images in the mood board. Colors drawn from images of the sunrise on the water resonated immediately with the Eastern team and test audiences. It was important to keep the nautical spirit of Eastern's identity without becoming too cliché. The Emberly team iterated through a variety of logo concepts in collaboration with the Eastern team, eventually reaching an epiphany – the trademark abstract sailboat logo was born. Once the logo, typography, and color palette were locked in, the Emberly team began creating the brand identity and supporting assets. The Emberly team developed a full brand guide, creating specifications for logo usage, typography sizing, color usage, brand voice, and more. From there, Emberly created a full suite of brand assets, including letterhead, social media templates, PowerPoint templates for the sales team, and more. The central application of the brand was the new website. The Eastern website does an excellent job of showcasing the Eastern brand, using colors in a powerful application. The Emberly team wrote the copy for the website, using the brand voice to determine the tone. The new website is mobile responsive, easy to navigate, and professional yet friendly. Since its launch, the Emberly team has driven traffic to the website through PPC ads, fully developed by the Emberly team. The Emberly team is thankful for the opportunity to collaborate with the Eastern team to create a new brand completely from scratch. We are proud of the values Eastern embodies and are excited to give them a web presence that matches their excellence.
