Putting Trust First: Crafting a Cohesive Identity for TruBlue Insurance Adviser

Background‍

TruBlue Insurance Adviser, led by Trudie, approached Twixt Creative with the goal of creating a comprehensive brand identity for her financial advisory business. TruBlue specializes in providing tailored insurance solutions with a focus on integrity, empathy, and quality service.

The Challenge‍

TruBlue needed to establish a cohesive and compelling brand identity that accurately reflected Trudie's dedication to personalized service and trusted advice. The aim was to create a brand that would resonate with the target audience of individuals and families, instilling confidence and trust in TruBlue's services.

The Process‍

At Twixt Creative, we believe in bringing brands to life through powerful visual and verbal storytelling. For TruBlue, we embarked on a journey to develop a full brand package, including a verbal identity, visual identity, website, social media setup, print collateral, and ongoing social media support.

Verbal Identity

Name Creation: We began with name creation, choosing "TruBlue" to symbolize trust and reliability. The tagline "Tailored solutions for life's uncertainties" was crafted to reflect the personalized nature of Trudie's services.
Mission and Vision Statements: We developed a mission statement focused on empowering individuals and families with personalized insurance solutions, guided by integrity and honesty. The vision statement emphasized TruBlue's dedication to becoming the most trusted insurance provider.
Brand Values and Tone of Voice: Key values of integrity, empathy, family, and quality were defined. The tone of voice was set to be trusted, reliable, caring, approachable, compassionate, friendly, warm, personable, and informative.

Visual Identity

Logo Family: A versatile logo set, including a primary logotype, submarks, and a logomark, was created. The design incorporated elements symbolizing protection, trust, and care.
Color Palette: The primary color Pantone 2372 C (deep blue) was chosen for its association with trust and stability. Secondary and tertiary colors added clarity, calmness, and warmth.
Typography: Filson Soft was selected for headings due to its approachable contours, while Filson Pro was chosen for body text to maintain a professional yet friendly appearance.

Website and Digital Presence‍

We developed the website www.trublue.nz to provide a user-friendly platform where clients can easily access information about TruBlue's services and contact Trudie.
Social media profiles were created and optimized to enhance TruBlue’s online presence and engagement.

Print and Marketing Collateral‍

Print materials, including flyers and business cards, were designed to ensure consistency across all client touchpoints.
Marketing collateral was developed to support TruBlue's promotional efforts.

Ongoing Support‍

We continue to provide ongoing social media support to help maintain and grow TruBlue’s digital presence.

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The Result‍

By working closely with TruBlue, we created a cohesive and compelling brand identity that accurately reflects Trudie’s dedication to providing trusted and tailored insurance advice. The new brand elements—logo, color palette, typography, and tone of voice—work together to create a strong, unified presence across all platforms. This has enabled TruBlue to communicate its values effectively and build a trusted relationship with its audience.

Conclusion‍

The comprehensive branding work by Twixt Creative has helped TruBlue Insurance Adviser stand out as a reliable and empathetic insurance provider. Trudie’s commitment to personalized service and client care is clearly conveyed through every aspect of the TruBlue brand, ensuring that clients feel confident and secure in their coverage choices.

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