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BE SURE : DEELEY INSURANCE GROUP
The Power Of Positivity
After Deeley Insurance Group embarked on a yearlong identity exploration , Tulip Media was instrumental in conveying their new brand and optimistic energy .
Laura Deeley Bren , second-generation president , had wanted to rebrand for over 10 years . Her independent insurance agency was founded in 1929 , and through mergers had amassed the lengthy name Atlantic , Smith , Cropper & Deeley . But most of those partners were no longer active . The staff couldn ’ t agree on which shortened version of the name to use when answering the phone . And it didn ’ t resonate with clients , who had no emotional connection to the brand .
But internally , agency culture was strong . Starting at the top with Laura ’ s leadership , their 11 core values were a way of life , not just HR jargon . The office was colorful and youthful and energetic — a far cry from the industry ’ s stuffy , stoic stereotype . Laura knew a rebrand could help convey the agency ’ s unique internal energy and optimism to clients and the greater community .
A key goal of their rebranding was finding the right voice . Insurance can be a complex topic , but Laura wanted to simplify it . Educating clients about their options and the coverage they ’ re buying helps them appreciate the value of insurance . Then they can make the best policy decisions for their businesses and families .
Laura and her leadership team worked with branding agency , DesignRoom , for a year . As their extensive identity research and
development neared completion , she reached into her desk drawer and pulled out a Tulip Media magazine she ’ d picked up at an insurance conference years earlier . It was finally time .
A FRESH NEW VOICE The agency ’ s new name , Deeley Insurance Group , celebrates family continuity and their local , independent roots . The new logo is strong , but friendly , bringing color and consistency to the visual brand . The new tagline —“ Be Sure ”— encapsulates the peace of mind their team of insurance experts provides . The magazine would be the perfect way to capture the new Deeley voice , and to put it directly in the hands of their clients .
No matter what industry they are a part of , businesses need to differentiate themselves from their competition . Tulip ’ s syndicated Risk & Business articles provide a great foundation of relevant and professional content . But Deeley wanted to customize the magazine further to tell their story , featuring their people , with articles written for their unique coastal market . They didn ’ t want to include traditional advertising , only pages packed with optimistic insurance information and helpful business advice . Tulip allowed for all this flexibility and more .
Beginning with the first issue of DIG Magazine , Deeley brought in their freelance copywriting partner who wrote all the content for their new website , ensuring the Deeley voice carried through each article . They regularly feature their key local clients , and not just as testimonials . Deeley crafts stories that showcase clients ’ successes and celebrate the local small business community . The end result is cover-to-cover positivity .
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