Rally Insurance Group – Branding, Marketing & Website
Rally Insurance Group is a family-owned independent insurance agent with people-first policies and attitude. For the company’s first-ever rebrand, Rally tasked our team with maintaining its roots in collector auto insurance while giving its other insurance lines a push to drive conversion sales.
When the worst-case scenario happens, you want someone in your corner.
That’s how Rally Insurance Group approaches every customer’s coverage. Located in the Chicagoland suburbs, Rally provides customers with expert guidance in finding the insurance companies and policies best suited to their needs, whether that’s home, life and auto insurance or collector auto, specialty auto and even business insurance. Known to most customers as the go-to collector and specialty auto agents, the Rally team was ready to take the next step for the brand’s identity and position themselves for growth across all insurance sectors with our help.
SERVICES: brand messaging / visual identity / brand collateral / website / ongoing marketing
To fully understand Rally’s insurance business, we had to take stock of the brand’s two distinct markets. On the life, home, business and auto insurance side, Rally is in the company of Allstate, State Farm and other key industry players. On the collector and specialty auto insurance side, the market is flooded with brands that mostly appeal to wealthy collectors.
Rally lies somewhere in the middle: An independent agent that provides hands-on guidance in choosing an insurance provider from a network of vetted companies, founded on a passion for collector cars and coverage but built to offer policies in every insurance avenue.
Unlike the competition, this family-owned and operated team brings genuine assurance to its customers, and appeals not to stuffy luxury-seekers, but to real families and passionate car collectors.
Rally’s steadfast team and confident coverage gave us everything we needed to set the brand apart from every angle.
Rally’s steadfast team and confident coverage gave us everything we needed to set the brand apart from every angle.
After our in-depth discovery session, the BatesMeron team wrapped every reassuring talking point and major brand differentiator into an all-encompassing messaging and positioning document that sets the tone for Rally’s rebrand. We doubled down on the team’s personal approach to customer service and deep knowledge of all insurance coverage to better communicate the value of having Rally as a steadfast insurance partner.
To put the brand’s foundation simply, the new tagline “A Track Record of Trust” is a nod to both its history of longstanding customer relationships and the Rally name itself.
While messaging homed in on Rally’s reassuring expertise and honest care, the new visual identity gave us an opportunity to distinguish each of the brand’s insurance offerings.
While messaging homed in on Rally’s reassuring expertise and honest care, the new visual identity gave us an opportunity to distinguish each of the brand’s insurance offerings.
Across our branding, we ensured our visual direction emphasizes the breadth of Rally’s coverage beyond its origins in collector auto. The logo evolution sets the tone for the rebrand, incorporating a modern take on Rally’s signature checkered flag. We built on the logo mark with a series of shield icons to symbolize Rally’s ongoing protection, each with its own distinct top to correspond with the brand’s breadth of insurance offerings.
With a color palette and typography that ring true of the team’s friendliness and professionalism, the finished brand strikes the same perfect balance as Rally’s business model. Carried through to business cards, letterhead and other essential brand collateral, the new identity feels warm and familiar, yet trusted and established with ties to Rally’s true brand history.
Branding complete, we shifted our focus to streamlining Rally’s digital presence from two out-of-date websites to one modern, on-brand home base for business development and customer support.
Branding complete, we shifted our focus to streamlining Rally’s digital presence from two out-of-date websites to one modern, on-brand home base for business development and customer support.
The new Rally Insurance Group website is as inviting as the brand itself, incorporating clear navigation for ease of use, real customer testimonials and a resources section complete with blogs, glossary terms, frequently asked questions and insurance quote calculators.
It’s a comprehensive source for all the information a customer might need when navigating claim filing, billing and payment, policy change requests and more, bringing the honest reliability of Rally to the digital realm in style.
“BatesMeron Sweet Design would spend time to get to know our company in terms of how we approach insurance. They were spot on in interpreting our ideas. With team members of varying ages, we can’t seem to agree on anything, but when it comes to the design that they sent us, everybody liked what we got back. One of the best things is they’ve been great communicators.”
