Insurance Institute begins rebranding
By Adnews Staff
The Insurance Institute, an organization that educates property and casualty insurance professionals, recently hired Spyder Works of Toronto to conduct a rebranding initiative. The assignment was to better align the image of the institute with a younger audience. The new brand will be used in national advertising, online, and in other communications materials. "The Insurance Institute is about the melding of higher education with pragmatic learning so that when the professionals leave the classroom they are equipped with solutions and tools that can be put to good use for their clients," said John Paulo Cardoso, chief creative officer at Spyder Works. "Historically, the weight has been to the former rather than the latter in communications and positioning. We shifted it since Institute members offer real solutions for the real world, and that's what gives them their competitive advantage. The brand has to reflect that."