American Contractors Insurance Group is an closed-membership insurance group originally formed in 1981 by three construction companies that had “had it” with the traditional insurance options available to contractors. Since then, ACIG has grown to include a nationwide network of contractors and insures more than $3B of construction payroll.
Because of ACIG’s unique closed-membership business model, they aren’t constantly looking for new business like a traditional company. Instead, they have a core membership of contractors they insure, and they focus on providing the best possible service they can to those members. The downside of that model though is that it’s really easy to let your brand & marketing cultivation slip by the wayside. And when that happens, the member experience suffers.
The first step to getting ACIG back on track was to get clear on who they’ve been, who they are now, and who they want to be in the future. We walked through the Brand Magic Workshop with them, which aligned their team and set the stage for everything that was to come. With the strategy in place, we shifted focus to the brand identity. American values run deep throughout ACIG (they are based in Texas, after all!) which we were able to integrate into the identity without beating people over the head with stars and stripes.
Once the identity was wrapped up, we rolled into the design and development of a brand new ACIG website. As you can imagine, an insurance company website has to do a lot. There are obviously all the usual About and Services information pages, but there are also resources, directories, careers, events…the list goes on. And regulatory requirements on top of it all! We coordinated with the ACIG team to put together an all-new digital experience for their members that has all of the pieces in place, and looks great while doing it.
After the success of the rebrand and website work, ACIG asked to continue their relationship with BLB through a Brand Support plan. They’re now an ongoing partner we work with on a quarterly basis to continue rolling out their brand across all of their collateral.