Achieving a 45% increase in lead generation for a broker insurance company through rebranding
Navigating the insurance landscape in today's market is both challenging and expensive. It’s super difficult to find the right insurance plan without the necessary understanding or expertise in insurance solutions. As millennials enter the business world and personal needs evolve, there is a growing demand for transparent and modern insurance services.
Russell Agency recognized this changing landscape and its needs. To address this issue, they planned to enhance their online presence. Enter Deztopia. Our task was to redesign and reposition Russell’s brand to reflect its evolved approach, vision, and services. They wanted the rebrand to reflect Russell’s unique value for its current and potential clients.
What we did
— Brand Messaging and Positioning
— Visual identity
— Strategy Development
— Content Development
— Design System
— Website Development
Our team divided the entire project into different stages to handle the large scale of the project. These stages included research and discovery, key drivers and design plan, brand strategy and website redesign and development.
Deep discovery to understand market dynamics
Our approach began with comprehensive research to understand Russell's unique position in the insurance landscape. We conducted in-depth stakeholder interviews to identify pain points, market dynamics, and their distinctive value proposition. Competitor analysis revealed industry best practices and opportunities for differentiation.
Customer reviews across Google, Trustpilot, and other platforms provided invaluable insights into user needs and expectations. Internal strategic workshops brought together our design, content, and development teams to synthesize findings and develop a cohesive approach. Detailed SEO analysis uncovered keyword and content gaps that would inform our content strategy.
This immersion phase established a solid foundation for the entire project, ensuring our solutions would address real business challenges and user needs.
— Stakeholder Workshop and Interviews
— Competitors Research and Analysis
— User Feedback Analysis
— Content Analysis
— SEO Analysis
Key drivers for transformation
Synthesizing our research findings, we established six strategic pillars to guide the rebranding and redesign process:
- Communicate Expanded Vision: Clearly articulate Russell's evolution beyond trucking insurance to a full-service provider
- Educate & Empower: Transform complex insurance concepts into accessible information that enables confident decision-making
- Enhance Discoverability: Implement strategic SEO improvements to increase organic traffic and brand visibility
- Build Trust: Leverage Russell's 30+ years of expertise through compelling social proof and testimonials
- Improve Lead Generation: Streamline the quote request process to remove friction and increase conversions
- Simplify Navigation: Create intuitive information architecture that guides users seamlessly to relevant services
These key drivers served as our north star throughout the project, informing every decision from brand messaging to user interface design.
Reflecting expanded horizons while honoring heritage
Our brand strategy focused on positioning Russell as a trusted advisor in the complex insurance landscape while highlighting their expanded service offerings. The verbal identity balanced industry expertise with accessibility, avoiding jargon in favor of clear, empowering language.
The visual identity evolution maintained connection to Russell's heritage while signaling their modernized approach. The logo incorporated the familiar angular element from their previous mark, symbolizing forward momentum, while expanding the color palette beyond their traditional blue to create a more sophisticated, contemporary system.
Typography, iconography, and visual elements were carefully selected to communicate reliability and expertise while feeling approachable and transparent—key attributes in building trust with potential clients.
A platform for education and conversion while building for performance
The website redesign focused on creating a seamless experience that balances educational content with effective lead generation. We reimagined the information architecture to guide users intuitively through Russell's service offerings while providing tiered information depths that allow visitors to explore insurance concepts at their preferred level of detail.
Our design approach emphasized clarity and accessibility, with a modular block system that maintains visual consistency while accommodating diverse content needs. Strategic placement of social proof elements—including testimonials, case studies, and industry credentials—builds trust throughout the user journey.
The lead generation process was completely redesigned with simplified forms, clear value propositions, and strategic CTAs that reduce friction and encourage conversion.
On the implementation side, Russell needed a reliable, user-friendly, and adaptable CMS that would empower their team to manage content independently. We implemented a streamlined WordPress solution that eliminates unnecessary plugins while optimizing for core web vitals, page speed, and SEO performance.
The modular block system we designed translates seamlessly into a flexible content management experience, allowing Russell's team to create and publish diverse content types—from articles and ebooks to webinars and case studies—without ongoing development support.
Our development approach prioritized clean code, accessibility compliance, and optimized performance to ensure an exceptional experience for all users regardless of device or connection speed.
Impact and results
01
Enhanced lead conversion with redesigned forms, resulting in a remarkable 45% increase in conversions.
02
Helped Russell diversify its market reach in various new industries by broadening its target audience, resulting in more business opportunities.
03
The website’s structure design now ensures effortless navigation, empowering users to find relevant content with a single click to achieve overall user satisfaction.
04
We introduced tiered information levels instead of departing from lengthy content altogether. This allows users to educate themselves and access tailored content for their specific needs.
05
Facilitated quicker decision-making processes and a higher number of quote requests among users based on educational content that guides them on their insurance needs and related costs.
06
Built trust in the brand by incorporating case studies, testimonials, and other social proofs to show Russell’s reliability and high rate of client satisfaction.
Our experience with Deztopia was phenomenal. Their team went above and beyond to make sure we were aware of project expectations and timelines of work items. Undergoing rebranding can be scary, but Deztopia guided us along the way.
We wanted to rebrand to appeal to different industries we offer insurance to as well as create a better impact through our messaging, which our old website lacked. We can confidently say without Deztopia, we couldn’t have completed our website redesign or branding goals. A+!”
