Cerity is a digital insurance start-up that had proven itself as a business concept—and was ready to invest in a real, grown-up brand identity.
I partnered with leadership to craft Cerity's entire verbal identity, from the creative brand platform to their launch ads and website. We found the brand’s emotional footing, repositioning it as a company that goes out of its way to make life easier for harried business owners.
With a sharp, down-to-business attitude and a dash of wit, the brand language helped Cerity have its best month ever immediately after launch—and it’s been blowing away sales goals ever since.
Take a spin through a few excerpts and ads below.
Creative Brand Platform
Brand Messaging
Copy Direction
Copywriting
The new website positions Cerity as a champion of small business owners, redesigning insurance around their needs.
We also made "big insurance" the bad guy, paving the way for the gritty voice of a category challenger.
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Targeted social ads play up different brand selling points, build brand awareness, and drive quotes on unique landing pages—all with a refreshingly edgier, wittier personality than you normally see in the business insurance category.
Cerity now also messages directly to specific industries, speaking to them in their language.
The voice carries over to social, whether Cerity wants to educate, reinforce product messaging, or simply give business owners a chuckle.
Book a call and we’ll plot the path to your unmistakable verbal identity.
