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Case Study: Colonial Life

Repositioning a brand for focus on strengths and build market share

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Facing major challenges

Colonial Life, the nation's second-largest provider of supplemental insurance products with $1 billion of premiums in force, had considerable competitive strengths—including superior benefits expertise, a one-on-one approach, and unparalleled levels of customer satisfaction. Even so, the company faced major challenges: A low awareness level with two key customer audiences; a confusing, undifferentiated name; an identity that addressed only one aspect of services the company provided; and a messaging strategy that needed refining. Without the multimillion-dollar advertising budget enjoyed by its primary competitor, Colonial Life needed a strong brand that could support its strategic direction and carve out a strong position in the market.

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A comprehensive branding solution

Monigle comprehensive branding solution for Colonial Life is a cohesive, multilayered system that ensures on-brand communication at every customer touchpoint. From a meaningful new brand identity to fresh and inviting visual imagery, from tools to leverage the power of the Web to a program designed to consistently align employee behavior with the brand promise—all elements work in harmony to support the Colonial Life core brand strategy.

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Identity Design

The spheres in the Colonial Life signature represent groups of people, each unique, with different needs. The spheres link the two words of the name, conveying that Colonial Life bridges the gap, and linking the company’s expertise with customers’ needs.

Design System

The design system master plan reflects and complements the spherical qualities of the new logo, creating visual liveliness and flexibility for a range of applications. Now, even traditional insurance company charts and graphs are visually interesting.

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INFORMED EDUCATED ENGAGED

Brand Ambassador

Colonial Life's internal branding program is ensuring that representatives are informed, educated, and engaged. The customized Brand AmbassadorSM program, "I Count," is motivating 7,000 employees and agents toward consistent on-brand performance and "living the brand" every single day.

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Internet Design

Monigle translated Colonial Life’s bright new color palette and design system to the Internet and created a design platform for their Web site with a fresh, new look that emphasizes the company’s vibrancy and energy.

Custom Imagery Library

Monigle provided art direction for Colonial Life’s image library. The images, portraying related objects in groups of six, creatively reinforce Colonial Life’s brand message—personalized attention to the unique needs of diverse customers.