BACKGROUND / CHALLENGE:
In December of 2021, CCG IQ, a provider of innovative solutions that enable better insurance underwriting and claims decisions, agreed to combine with Donan, a well-known forensic engineering and investigation leader. The combined entity will handle more than 100,000 technical claims reviews annually, serving all 20 of the top 20 US P&C insurance companies, with 200+ licensed professional engineers, 100 fire investigators, 1,000+ licensed HVAC technicians and 2,000+ electrical equipment technicians.
The business goal was to utilize the combination of technology and engineering skills to create the leading platform for actionable intelligence across the insurance industry. A new brand positioning and identity was needed to bring this strategy to life for P&C insurers, law firms and corporations, as well as to excite internal teams in operations, sales and customer service. The challenge to WANT Branding was to develop a new brand that would that lie at the crossroads of insurance expertise and technological innovation, leveraging the combined strengths of the newly merged entity.
WANT Branding created a differentiated new Brand Strategy and Positioning ‘Decide Right’ which underscores the firm’s ability to help insurance adjusters and business leaders make the right decisions about critical property decisions. The positioning speaks to the highest-level benefit to customers: the ability to make faster, smarter and better decisions. A bold new visual treatment for the brand mark was created that echoed the aspirational idea behind the ‘Alpine’ part of the name and reinforced the visual cue of precision, which is a critical component of the brand’s engineering expertise. The chosen colors of red, black and white convey seriousness and stature and the design system allows for in inclusion of on-brand icons and infographics.