After a decade of mergers and acquisitions, Quebec’s oldest insurance brokerage needed a brand transformation to help clarify its offerings and unite its employees.
A fresh identity
Our first step was a new logo. I worked with the Lussier president to define a territory that displayed “humanity” – because the brokers were high-touch and personable – and “authority” – because they were also absolute experts in their field.
My team and I developed hundreds of ideas, then dozens of iterations, and final flourishes to land on our final execution. We created a colour palette that was unorthodox for the category so that Lussier could distance themselves from not only their competition but also their past. This was essential in creating unity among employees who after years still felt connected to their legacy companies.
The old Lussier Dale Parizeau logo and the new Lussier logo
We crafted an experience vision centered around 'We do it for you,' and I developed a comprehensive visual language to bring this concept to life, illustrating how Lussier brokers work behind the scenes to narrow down insurance options and find the best solutions for their clients.
Proofs of concept across various media
New Lussier styleguide
A focused website
For the website, I streamlined the complex original sitemap into a clear, intuitive structure with dedicated hubs for three distinct audiences: personal insurance, business insurance and finance, and group plans.
The design brought the vision of “We do it for you” to life: every entry point told a comprehensive Lussier story with the goal of getting people off the website as fast as possible, and having a Lussier broker doing the hard work for them.
Pages from the Business and Group hubs
Look at something else
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