The MacNeill Group – a regional insurer – needed to ensure that its brand was strong enough to carry the company through a rapid expansion into new territories and strengthen its presence in existing markets. The company came to us to carry out a complete rebrand. Through qualitative research, our strategy became clear. We needed to create a solid image for the company, one that was stable enough to sustain extensive growth in the future. The bridge design and color palette symbolize a strong foundation for the business, as well as a connection with customers throughout the US. Since the redesigned brand was launched, the MacNeill Group has expanded its reach by acquiring new companies and customers alike.