Brand Leadership
Marketing Strategy
Digital Execution
Creative & Content
Performance Managment
Rebrand of a 100-Year Old, 3rd Generation Specialty Brokerage
Client: Haas & Wilkerson
Sector: Commercial Insurance
Services: Rebrand • Digital Audit & Strategy • Brand Stewardship
The Client
A nearly 100-year old insurance agency, Haas & Wilkerson has provided insurance and risk management solutions for businesses across the country. The company is a third generation, family-owned brokerage providing specialized, full service insurance solutions. Its most well-known sector is in the family entertainment industry, with insurance products for waterparks, carnivals, agritainment and festivals. The company also offers expertise in standard commercial and personal insurance.
The Challenge
With no internal marketing department and a brand identity that had not evolved in over a decade, HWINS was facing fragmented communications, outdated creative assets, and inconsistent brand application. The company’s digital and print advertising had remained unchanged for more than seven years, leading to diminished engagement and brand fatigue. Despite strong name recognition in key industries, brand recall and differentiation were weak.
To address these issues and reflect its renewed mission, vision, and values centered on long-standing relationships and specialized expertise, HWINS brought in an external team of professionals, including a Fractional Marketing Officer, Creative Director Catherine Mores, Copywriter, and Digital Specialist Sarah Humphrey, to deliver a full-scale rebrand and strategic communications overhaul.
Brand Overhaul
Creative Director Catherine Mores was engaged to lead the creative strategy, align internal and external communications, and build a cohesive brand architecture for long-term stewardship.
Key deliverables included:
Brand Standards
A refreshed logo, contemporary color palette, updated typography, and comprehensive usage guidelines to modernize the brand while preserving its legacy.
Communications Overhaul
Modular templates for social media, email campaigns, internal presentations, trade shows, and website content designed for clarity, flexibility, and ease of use.
Ongoing Art Direction
Continued support for special projects, community engagement and visual storytelling needs.
Ad Series
A new advertising series featuring custom illustrations and real-client success narratives, tailored for national trade publications and digital channels in entertainment, risk, and insurance media.
Brand Stewardship Tools
Internal toolkits and guides for staff, vendors, and partners to ensure consistent brand expression across departments and external collaborations.
Website Consultation
UX and content consulting for a new website initiative, aligning site architecture with user needs and business objectives.
Highlights
Increased brand recognition and stakeholder trust
Streamlined content creation and faster marketing execution
Elevated perception of expertise and professionalism among clients, vendors, and partners
Scalable brand system positioned for long-term growth and stewardship
Why It Worked
The rebrand brought immediate clarity, cohesion, and energy to HWINS’ communications, both internally and externally. Teams reported greater alignment, faster turnaround on branded materials, and a renewed sense of ownership in telling the HWINS story. Externally, the modernized visuals and messaging increased the company’s perceived relevance and credibility in both niche and mainstream insurance sectors.