EMC INSURANCE
Amplifying a human brand
CHALLENGE
EMC Insurance is an Iowa-based carrier primarily focused on risk solutions for business. As a mutual company that relies heavily on independent agents, local presence and close relationships with communities and businesses, it has a powerful story to tell.
EMC leaders knew they had a strong presence in the market, but felt that there was an opportunity to amplify the brand to better reflect the company’s strengths and distinct character.
SOLUTION
Starting with extensive internal and external research, we zeroed in on what makes EMC special: that at its core, it is a very human company.
That ethos was captured in a revised brand platform as a foundational element: “The national carrier with a local heart.” This laddered up to a new brand promise: “Keeping insurance human.” In keeping with this, the platform and brand voice shifted away from a product-first approach to larger themes of partnership and prosperity.
EMC’s existing look—hard-edged and dark, typical of the industry—felt dated and was not ideally suited to the company’s focus on working with agency partners to help policyholders and communities thrive. We created a warmer, more engaging visual identity, using an in-person workshop to help the EMC team get up close with the creative process.
As the amplified EMC brand was being prepared to launch externally, leadership understood that connecting with the internal audience was critically important, as they are the ones embodying the brand promise across all touchpoints.
It all came together at One EMC, an historic event at EMC headquarters. Through unique and memorable employee experiences, the team generated excitement, teamwork and a greater understanding of the amplified EMC brand.
OUTCOME
The new brand identity, Brand Ambassador program and One EMC event were hugely successful and popular with employees, serving to bring clarity about the company’s path forward and build genuine enthusiasm about EMC’s future.
“The collaborative partnership we had with the Tenet team resulted in a highly creative and impactful visual identity that further enhanced our broad strategy,” said EMC’s vice president of customer experience & marketing.”
– Krista Dusak, Vice President, Customer Experience & Marketing, EMC Insurance
