HUB International

Digital-First Rebrand

HUB International is a top 10 global insurance broker with more than 400 offices and 10,000 employees across North America. Yet beyond a remarkably loyal customer base, not many people know who they are. When they decided to build a new website, we decided to build them a new brand.

A Digital (R)evolution

As HUB enhanced their online experience, it was clear that the existing brand had to evolve—but where we ended up was less evolution than revolution. And what started as digital-first quickly spread to print, signage, and every visual touch point of their brand. So, how did we get there?

A Compelling Story

The story HUB wanted to share with the world was epitomized in their brand manifesto; nowhere more clearly articulated than in the following statement:

“When we work together, you’ll find yourself at the center of a network of 400 integrated brokerages across the U.S. and Canada.”

This was a radical new way of talking about their business. The new brand wasn’t going to be about themselves, but about the multitude of customers they’re dedicated to serving.

The Roundel

The Roundel is more than just a trademark. It’s a visual representation of the core idea: that the customer is at the center of HUB’s network. It’s a design element that highlights HUB’s customers, encloses them, and protects them. The people served by HUB are literally at the center of their new brand.

The Dot Matrix Grid

HUB is unique in the insurance business: it’s composed of a one-of-a-kind aggregation of insurance entrepreneurs with a deep knowledge of the big issues their customers face now and in the future. The dot matrix expression of the roundel—along with the dot matrix pattern—represents this network of expert brokers.


The design system based on these primary elements was implemented across the new and improved online properties. And even though this was a digital-first rebrand, the brand system was flexible enough to be applied to a wide-range of collateral executions, from printed documents, to business cards, to signage, and much more. And so, a digital desire has become a complete message and visual re-articulation of how HUB engages with customers.

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