Ironpeak
Brand identity, website research, design, and build for an insurance network embarking on a new chapter.
Insurance
Brand Identity
User Experience and Strategy
It started with a new name. Ironpeak marked a new era for this insurance network, and it called for a brand identity and digital experience to match. It was an opportunity to “level up,” and they wanted to get it right.
While the executive leadership team aligned on the need for a new brand identity, there was no consensus on how much to invest in the website.
To settle this, we started with user research.
I saw that the website did not have a clear role. In fact, it mirrored the sales team's role: sell to prospects and close deals. That's a role it cannot play. Instead it needed to do one thing exceptionally well: engage prospects enough to want a conversation. With the brand finalized and the website's role defined, they were ready to invest.
The new brand included a modern logo, clear messaging, and authentic imagery, complemented by a distinctive color palette and graphic elements.
The logo, a custom wordmark, conveys confidence and aspiration. The color palette was designed to express four core principles: warmth, honesty, resilience, and resourcefulness.
On the website, we used the wordmark and bright colors to tell an engaging visual story, with tints of each color communicating functionality and hierarchy.
Rather than only listing strengths, we chose to be interesting and memorable.
Each region has its own page, with imagery that shows a deep understanding of that market, along with fun facts that would make for good conversation at a dinner party. A history page traces the network back to 1935, proving that they have deep roots in the insurance industry.
We also built it on a platform designed for easy content management, performance, and accessibility.
“You really hit the mark.”
After launch, a key executive carrier partner reached out: “I like that the website engages me. You really hit the mark.“ Bullseye. That was the role I'd defined. The website does exactly what it was designed to do: create the conditions for conversation.
