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Northbridge Financial Rebranding Ad Campaign

Northbridge Financial’s rebranding ad campaign successfully highlighted the company’s new identity and strengthened its position in the market. By leveraging compelling storytelling and creative visuals, Agency BEL helped Northbridge Financial communicate its values and competitive advantages to the target audience.

Client: Canada’s Northbridge Financial,  Insurance

Project Overview:

Northbridge Financial, one of Canada’s leading insurance companies, underwent a rebranding process and needed a new ad campaign that was “in brand.” A former client from my 1990s New York agency days approached Agency BEL to develop a series of inspirational ad campaigns to bring the new Northbridge brand to the world.

Objectives:

  • Develop a compelling and inspirational ad campaign to introduce the rebranded Northbridge Financial.
  • Highlight the competitive advantages and personalized approach of Northbridge Financial.
  • Enhance brand visibility and engagement among insurance brokers across Canada.

“Laura is an incredibly talented and creative branding professional who applies strategy, intelligence and depth to all of her designs.” — Lynda Carrol VP, Corporate Marketing and Communications

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Northbridge Financial Better Together: Emphasizes the synergy and mutual benefits of the partnership between Northbridge and brokers.
This concept takes a look at the real people and the teams who are delivering the wow. They are the force behind the wow - the strength, the expertise and the passion. This has a very real, a very personal feel to it. It is about a customer-centric team doing extraordinary and totally unexpected things. Their MO is all about going above and beyond broker (and client) expectations. They are truly, the power behind the wow Northbridge Insurance delivers to its clients.

Strategy:

1. Brand Positioning:

  • Positioned Northbridge Financial as a stable, capable organization with the personalized touch of a small business.
  • Emphasized the company’s industry specialization and dedication to broker partnerships.

2. Concept Development:

  • Created several initial creative directions to explore different ways to communicate the brand’s values and competitive advantages.
  • Focused on themes such as partnership, growth, and personalized service to resonate with the target audience of insurance brokers.

3. Creative Directions Considered:

  • The Prosperity Tree: Symbolizes broker success, with Northbridge Financial providing the support to make their business flourish.
  • The Bridge: Represents the partnership and connection between Northbridge and the brokers, helping them reach their goals.
  • The Wind in Your Sails: Illustrates Northbridge as the force driving brokers’ success, providing the support needed to navigate their business journey.
  • Better Together: Emphasizes the synergy and mutual benefits of the partnership between Northbridge and brokers.
  • Connected: Highlights the connection and VIP service Northbridge offers, making brokers feel prioritized and supported.

Execution:

Laura Sauter, with over 30 years of branding expertise, led the project. The team developed high-level conceptual thinking and potential directions, presented to Northbridge for feedback. The focus was on creating tangible and visually appealing ads that would resonate with brokers and effectively communicate the rebranded Northbridge Financial.

Results:

  • Increased Brand Recognition: The new ad campaign successfully introduced the rebranded Northbridge Financial to the market.
  • Broker Engagement: The inspirational and professional ad campaigns helped build stronger relationships with brokers, reinforcing Northbridge’s personalized approach.
  • Market Differentiation: The creative concepts emphasized Northbridge’s unique value proposition, differentiating it from competitors in the insurance industry.

Northbridge Financial’s rebranding ad campaign successfully highlighted the company’s new identity and strengthened its position in the market. By leveraging compelling storytelling and creative visuals, Agency BEL helped Northbridge Financial communicate its values and competitive advantages to the target audience.

Do you have a brand that needs national exposure? We should talk about a targeted ad campaign.

This case study demonstrates how effective ad campaigns can transform a brand’s market presence, driving broker engagement and building long-term brand equity. At AgencyBEL, we are committed to empowering financial services brands through strategic and impactful marketing solutions.

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