Stewart Rebrand
As creative director for Stewart Title corporate marketing, I was part of the core team that oversaw our rebrand. In addition to overseeing the creative team responsible for revising the visual brand, redesigning all collateral, and ideating campaigns for 3 business lines, I was involved in the review of research and discussions regarding brand architecture, voice and our positioning statement.
Positioning
Based on the research from surveying customers and internal stakeholders, we decided to differentiate ourselves from our competitors by focusing our messaging on the partnership approach we have with our commercial, residential and lender customers rather than on financial strength.
Brand Achitecture
Over the years, Stewart had created and acquired many companies, resulting in a complicated organizational structure and confusing family of offerings. An important part of this project was to simplify this structure for internal operations and for brand clarity.
The Grid
Because of the large amount of collateral the department had to produce and the need for regional departments to create their own materials, the team devised a simple, flexible grid system that would create a distinctive visual brand across all materials.
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In the visual brand guidelines created for the brand launch we explained the system with simple schematics and examples.
Excerpt
The basics of the grid are:
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The bar should only be one or two columns wide.
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The bar should always start at the top of the page and extend down within the lines of the grid.
“Layered Stories” Campaign
We created the this campaign aimed at our residential real estate customers. Real estate agents typically select the title insurance company for their clients who are buying a home, so our goal was to show agents that we were a valuable partner who would help them get new clients and retain existing ones.
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These are 3 executions from that campaign that focused on our Reasons to Believe.
Easy to work with
Deep knowledge of the local market
Makes you look good to your customers
Online Fulfillment System
It wasn't efficient for corporate marketing to continue to produce all printed collateral, for our regional offices, so we knew we needed an online fulfillment system. After creating a flexible collection of templates, we worked with a local printer who created a portal allowing local associates to customize these new materials with their photos and contact information.
Photo Shoots
We held 2 photo shoots over 5 days for the residential and commercial campaigns we created. It was the most ambitious shoot Stewart had ever held.
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The entire creative team participated in the weeks of planning and casting and on the shoot days to make sure our vision was realized in the final product.
