BRAND | HUB INTERNATIONAL

A brand revolution

Rapidly evolving a brand in-market.

Challenge

Years of breakneck growth through acquisition had led HUB International—the world’s 7th largest insurance brokerage—to a fragmented brand experience. HUB needed to reenergize its brand with a clarified purpose, an updated look and feel, and a new, digital-first customer experience.

Insight

When we compared the company’s target audience and its own brokers—many of them business owners themselves before coming under the HUB banner—we discovered something interesting: they have a lot in common. We realized we could make this entrepreneurial mindset the central focus of our message.

Solution

HUB wanted to move fast, so we went agile. We soft-launched the brand through three major go-to-market campaigns and rapidly evolved it along the way. The result was a strikingly simple visual brand that completely changed how HUB presented itself to customers.

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

The rebrand emerged first on HUB’s website, then expanded to thought-leadership pieces, nurture email series, social media properties, and other collateral.

We wanted to prove to our customers that they’re at the centre of everything we do—and that’s precisely what we did with this new brand.

ELLINA SHINNICK, CMO, HUB INTERNATIONAL
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