Phase 2: Brand Identity

Small business insurance obsession brought to life.

The ask.

As biBerk advanced in its brand journey, the company sought a distinctive visual identity that would embody its new positioning—highly knowledgeable, friendly and trustworthy for small businesses.

The truth.

Through internal and external testing, we discovered that biBerk’s target audience resonated with a straightforward, clean, and slightly whimsical design–but testing can’t completely override subjective opinions or practical needs. The process would continue to require careful balancing.

The challenges:

  1. Visual direction conflicts. Our initial logo and visual concepts were initially well received. However, as we continued to build out the visual brand, the project faced resistance, particularly from UX/UI teams concerned with web compatibility and accessibility.
  2. Brand consistency. Given that this was one of biBerk’s first comprehensive brand projects, efforts to ensure consistent logo usage across the organization were essential but time-consuming.

The solution.

Our team led weekly design workshops to build a stronger relationship with the UX/UI team, while also gathering diverse feedback and iterating on the logo and brand visuals together. The final identity was further validated through surveys and chosen as the foundation for the 2024 brand rollout, including both online and offline elements. With clear alignment, biBerk was finally positioned to launch a cohesive and compelling brand.

biBerk logo shown before and after their brand update.
biBerk brand colors and design elements

At the same time, we partnered with the internal biBerk marketing team to build a comprehensive list of assets for updating – everything from email signatures to signage – that would need to be touched with the new brand rollout.

Interior spaces at biBerk's office decorated with new brand graphics.

Interior spaces would prove to be a great way to bring the brand’s new voice and tone into the physical workspace. These mock-ups show how environmental branding can immerse employees in the values and culture.

The impact.

After weeks of close collaboration, biBerk rolled out the refreshed brand with an incredible all-company meeting, featuring an animated manifesto video and swag to drive employee buy-in. Updated brand creative was launched throughout existing ad channels to continue the evolution of the biBerk organization.

Group of Ervin & Smith employees wearing biBerk's new t-shirt that says, "Small business insurance the smart way."

Read how we activated the new brand identity to achieve 62% brand lift in phase three.

Berklyn, biBerk's spokesperson, smiling confidently with hand on her hips, standing in front of a strip mall with a mechanic and Thai restaurant.

Comprehensive Case Study

Sticky notes arranged on a wooden door during a group brainstorm session.

Phase 1: Brand Foundation

Berk and Berklyn, biBerk's spokespeople, standing back to back with their arms crossed and smiling.

Phase 3: Campaign Execution

Back to the work.

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Leanne Prewitt

President & Chief Executive Officer

Shaped by her background in creative direction, Leanne leads the agency’s culture and creative vision and also oversees the operations that allow a team of marketing, design and media specialists to create powerful and effective work for their client partners.

Leanne began her professional career in New York City working for some of the nation’s leading agencies. In 2016, after a five-month sabbatical around the world, she returned to her hometown and joined Ervin & Smith. Her global perspective and expanded professional experience influence the work she does today.