Since 1988, Susan Polk Insurance (SPI) has been providing San Luis Obispo County with premier health insurance service and expertise. So when Susan approached us about rebranding, it was a tremendous honor to have the opportunity to work with such a first-class Central Coast name.
Because SPI was such a well-known business already, one of the foremost priorities in the rebrand was to maintain the considerable ‘visibility capital’ that they had built up over the course of 40 years. Much like Pentegram’s rebrand of Mastercard, we began with prioritizing SPI’s proud heritage. Rather than scrapping what some might consider a hopelessly-outdated aesthetic, we saw the perfect building block for a fresh new take on a great SLO local business. The result: an updated identity that clearly inheres the tradition of SPI, while at the same time highlighting their industry expertise and their compassionate, client-first service.
The website was no less intentional. The new design needed to clean, clear, and usable for what often is a more mature user, with clear calls to action throughout that highlight SPI’s availability for new and existing clients.
Acknowledgements: Headshots and professional photography provided by Ginici Studios.