Branding a Challenger

As Jacknife began work with TruShield, a small business insurance provider, we immediately came to understand the challenges of the emerging brand operating in a noisy, highly commoditized market.

The existing brand needed an overhaul to create a more appealing, consistent and systematic offering if it hoped to cut through the clutter to attract new customers and create more meaningful relationships with small business owners.

Before establishing the new visual identity Jacknife employed our strategic process involving research, interviews and reams of empirical data to reveal the concerns and aspirations of small business owners. Based on our insights we developed a brand narrative rooted in the notion of “Here For What’s To Come.”

Jacknife developed a new icon featuring interconnected elements to represent a strong shield of protection that functioned as a unifying element across all communications and artfully captured the essence of the TruShield brand values.

To further stand out in the market we visually positioned TruShield with a bright, fresh and friendly colour palette. With the addition of modern typography, featuring subtle round edges, we developed a look that is a distinct departure from the staid and conventional branding typical of the insurance sector. We made it clear from the onset that this is not the standard insurance provider.

To support and amplify the new brand identity and messaging we crafted the “Cover Your Ass” digital campaign consisting of a microsite, two video spots, and digital ads to help launch the brand in the GTA with a splash.

Working closely with our media partners, Jacknife additionally developed a strategy that delivered tailored experiences to consumers and worked with our audience’s media habits to ensure business owners connect with TruShield on a powerful and meaningful level.

To further enrich the program we created a comprehensive social media guide, which helped the TruShield marketing team apply recommended practices consistently to support the campaign and continue to build relationships with customers post-launch.

The campaign delivered a staggering 14,477,436 impressions between April and June of 2017 over-indexing the original target by 136%.