15
Nov
2010

Navigating Brand Identity for the Long Haul

by Ben Moffett, Creative Director
Client Spotlight
SHARE

Rebranding Canal Insurance

The decision to update a flagship brand or corporate identity, especially one that has existed for decades, requires expert navigation. Canal Insurance, a leading provider of commercial auto insurance to trucking operations, chose Drum as their creative co-pilot.

Charting a Course – The Discovery Process

Understanding your brand from the inside-out and the outside-in is a critical first step in our creative development process. Discovering and defining brand perceptions, strengths and opportunities help chart the course for all our creative efforts. Drum conducted an internal/competitive communications audit and external interviews with general agents and strategic stakeholders to help develop a new positioning and essence for the Canal identity.

Concept and Logo Development

Guided by the information mapping from the discovery phase, Drum provided a variety of conceptual designs, all on-target for maximum impact. When we do our job right, the hardest part for the client narrowing the many choices.

Launching The New Identity

Once the final logo was approved, Drum assisted Canal Insurance in establishing their identity standards and applications required to successfully launch the brand and assure smooth sailing for years to come. In addition to the new identity, Canal Insurance chose Drum to design and develop their website in support of the rebranding launch.