L’Association de la Relève en Assurances du Québec
Brand strategy and design + website
LARAQ is a commercial association that aims to promote the different avenues of a career in insurance. The mandate was to update their branding and website to reflect their recent shift towards modernity, and their effervescent network. This project kicked off at the very start of the pandemic, but their team showed great resilience, and we pushed on.
The challenge was creating a brand identity that represented insurance rookies that are young and dynamic, while appealing to the more conservative sponsors and market.
We also had to take into account the brand recognition, since the association was celebrating its 20 years of existence. Certain elements, like the acronym and the blue colour, had to be kept, while refreshing the rest of the branding. In the end, the goal was to have an image that was a good balance between the classic and professional side, and the more innovative and progressive side of LARAQ.
A branding comity
A 4 person comity was formed inside LARAQ to oversee the rebranding mandate. We embarked in the strategy sessions with an entirely virtual process that was very successful. Once the strategy was done, we continued with the logo and brand identity design, going for a modern and fresh look, that was going to differentiate them from the rest of the players in the insurance world.
Finally, we ended the mandate with the website that was created in record time, just in time for the Holiday break.
The result? A radical change in their image that was more than successful, and that helped to renew the team’s motivation and hope for the future of the association. They can now continue to evolve and work for their members with a branding that represents their place and the work they do within the market.