Gray Insurance Company Brand Refresh and Website Redesign

The Gray Insurance Company has distinguished itself by continually adapting to the evolving needs of its target industries. Initially offering a single loss-sensitive program tailored for energy, industrial, and construction companies in the Gulf South, Gray Insurance has expanded its offerings over time to include a comprehensive suite of products and capabilities. With a commitment to innovation and customer service excellence, Gray Insurance sought a digital refresh to differentiate themselves from competitors. Their objective was to modernize their online presence, solidifying their position as a digital leader in the Gulf South’s commercial casualty insurance industry.

DIGITAL INK SERVICES PROVIDED
  • Brand Book Development

  • Website Architecture

  • Integration of Parent Company and Entity

  • User Experience

  • Web Design & Development

  • Enhanced Search Engine Optimization

gray insurance company branding and website mockups

Challenge

The Gray Insurance Company has distinguished itself by continually adapting to the evolving needs of its target industries. Initially offering a single loss-sensitive program tailored for energy, industrial, and construction companies in the Gulf South, Gray Insurance has expanded its offerings over time to include a comprehensive suite of products and capabilities. With a commitment to innovation and customer service excellence, Gray Insurance sought a digital refresh to differentiate themselves from competitors. Their objective was to modernize their online presence, solidifying their position as a digital leader in the Gulf South’s commercial casualty insurance industry.

Solution

The Gray Insurance Company has distinguished itself by continually adapting to the evolving needs of its target industries. Initially offering a single loss-sensitive program tailored for energy, industrial, and construction companies in the Gulf South, Gray Insurance has expanded its offerings over time to include a comprehensive suite of products and capabilities. With a commitment to innovation and customer service excellence, Gray Insurance sought a digital refresh to differentiate themselves from competitors. Their objective was to modernize their online presence, solidifying their position as a digital leader in the Gulf South’s commercial casualty insurance industry.

gray insurance company brand book mockup

Brand Development

We began by creating a comprehensive brand book that served as a guide for the client’s refreshed identity. The brand book included updated graphic elements, styles, fonts, layouts, imagery, and expanded color palettes. This ensured consistency across all brand touchpoints and provided clear guidelines for future marketing efforts.

Website Architecture

Leveraging the new brand guidelines, we proceeded to redesign the client’s website from the ground up. Before diving into the design phase, we conducted thorough site architecture analysis and SEO keyword research to optimize the website’s structure and content for improved visibility and search engine rankings.

Design and Development

With the revised wireframes and copy in hand, we proceeded to design the website with a focus on aesthetics, functionality, and user experience. Interactive elements were incorporated to engage visitors and provide a dynamic browsing experience. Throughout the development process, we ensured the site was optimized for performance across devices and browsers.

Integration of Parent Company and Entity

During the wireframing and site architecture phase, it became apparent that consolidating the parent company and entity under a single domain would streamline the user experience and enhance brand cohesion. Upon the client’s request, we revised the wireframes and copy to accommodate this integration seamlessly.

Enhanced SEO and User Experience

By implementing SEO best practices and optimizing the website’s content, we aimed to improve its visibility in search engine results and drive organic traffic. Additionally, intuitive navigation and user-friendly interfaces were prioritized to enhance the overall user experience and encourage exploration of the site’s offerings.

mission vision
an example website hero section

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Before

Old Desktop Mock up
Old Desktop Mock up 2

After

New Desktop Mock up

Results

The successful implementation of the brand refresh and website redesign yielded significant results for the client.

Overall, the brand refresh and website redesign have positioned the client for sustained growth and success in an increasingly competitive market landscape.

Modernized Brand Image

The client’s brand now exudes a contemporary aesthetic that resonates with target audiences and sets them apart from competitors.

Improved User Experience

The redesigned website offers intuitive navigation, engaging content, and interactive elements that enhance user satisfaction and encourage prolonged engagement.

Streamlined Online Presence

By consolidating the parent company and entity under a single domain, the client has simplified the user journey and strengthened brand cohesion.

Enhanced SEO Performance

Through strategic optimization of content and technical elements, the client’s website has experienced improved search engine visibility and higher rankings for relevant keywords.

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