Brand transformation
Visual identity, messaging and a brand system that gives the team a consistent foundation for communication.
Case study / Insurance & professional services
Lawrie Insurance Group: A Rebrand And A Website Built Around Three Audiences
As Director of Marketing and Communications at Lawrie Insurance Group, Dennis Harrington led a rebrand spanning visual identity, messaging, website strategy and customer communications, so clients could find what applied to them faster.
At a glance
The project.
- Role: Director of Marketing and Communications
- Sector: Insurance brokerage
- Location: Ontario
- Services: Rebrand, website, communications
The challenge
Lawrie serves three very different groups: personal insurance clients, commercial clients and employee benefits clients. Each needs to find its own information quickly, without wading through the others.
The brand also needed to look and sound the same everywhere, from the website to client communications and branded apparel.
What Dennis did
The work.
Website redesign
Clearer navigation and content for personal, commercial and employee benefits audiences, helping people navigate complex services and understand their options.
Marketing and creative operations
Integrated campaigns, partner coordination and standards that carry the brand into day-to-day work.
Brand applications
Client apparel and branded touchpoints that keep the brand consistent outside the website.
The outcome
What it delivered.
A more consistent brand across client and employee touchpoints, and a website organized around how each audience actually looks for help.
This work was completed by Dennis Harrington before founding Creative Consulting in 2025. The same senior creative direction is now available to teams through Creative Consulting.
Project images
Ideas, made tangible.
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