what we've done.

It all started with a signature. It’s true of the company and now it’s true of their brand.

The Challenge

Rogers Insurance came to ZGM with a challenge – to re-brand the family-owned insurance brokerage to reflect the new direction of the firm, and to ensure future consistencies within all marketing/communications. Peter Rogers grew the family business to be a well-respected insurance brokerage in western Canada. When his son Lee took the helm, he built upon Peter’s core business philosophies of ‘people first’, while growing the brokerage to become an alternative to the large, national and multi-national brokerages. The new brand had to reflect the firms origins, but also where it was going.

The Solution

ZGM endeavors to take a research-based approach to all marketing assignments. In the case of Rogers Insurance, we conducted internal focus groups with key stakeholders and held executive interviews with 10 clients. The learnings from this cost-effective research shaped the insight that led to the development of the creative platform – Rogers Insurance had better customer service than their competition, and their clients were willing to pay a premium for this service. The Rogers brand was refreshed with this in mind, leading to the positioning of – Rogers Insurance “A Human Approach to Insurance”. The visual articulation of the brand evolved as well. It featured the name ‘Rogers’ hand-written by the company founder Peter Rogers. Although the company is since being run by Peter’s son Lee, using the founder’s signature showcased the approachable, human side of their business and celebrated the service-focused foundation from which Peter Rogers grew his business.

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