BRAND | HUB INTERNATIONAL

A brand revolution

McMillan transforms a brand at the speed of entrepreneur.

Challenge

Years of break-neck growth through acquisition had led HUB International—the world’s 7th largest insurance brokerage—to a fragmented and dated brand experience.

Insight

We compared the company’s target audience to its brokers—many of them business owners before coming under the HUB banner—and discovered they share an entrepreneurial mindset.

Solution

HUB wanted to move fast, so we went agile. We soft-launched the updated brand through an overhauled online experience and then via three go-to-market programs.

7,000+

new leads generated

17%

year-over-year increase in site traffic

The brand system rests on a simple idea: the customer is HUB’s central focus.

The roundel is the visual representation of this idea. It
spotlights HUB’s clients, surrounding and protecting them,
placing them at the literal centre of the new brand.

The dot matrix

The dot matrix expression of the roundel—along with the dot matrix pattern—represents HUB’s network of expert brokers. It sits in the background of photography, literally backing up the brand.

LIFE IS MOTION

Beyond the Circumference

We launched the rebrand via a new website, then expanded to thought-leadership, nurture emails, social media and online experiences.

Let’s talk about how McMillan can help elevate
your brand and customer experience.

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