What does it take to evolve from a traditional player to a modern leader, without losing your roots?

That’s exactly what Highstreet Insurance & Financial Services set out to answer. As one of the fastest-growing insurance agencies in North America, as they prepared for ambitious growth across the USA, it became clear their brand needed to be elevated.

The bowler hat logo, a relic of another era, just didn’t reflect where the company was headed. They were growing, transforming, and needed an identity to match.

outdated identity with limitless opportunity

Highstreet Insurance & Financial Services’ visual identity and website were dated and disconnected from their community-first roots.

They needed to modernize how they showed up, internally and externally. The new brand had to build trust and show innovation.

balancing innovation and heart

We helped craft a brand that matched their ambition and heart. At the center was a new sleek, modern logo and design system that reflected their confidence, clarity, and momentum. The firefly brand mark represents how they illuminate the path ahead, helping their clients see possible.

We overhauled the website from the ground up, creating a polished, easy-to-navigate platform showcasing the updated brand as a functional, user-first digital hub for clients and partners alike. The messaging was also updated, centred around helping people pursue life’s opportunities with tenacity and confidence to create stronger, more resilient communities. 

the experiential reveal

To build internal excitement and buy-in, Highstreet Insurance & Financial Services hosted a one-of-a-kind reveal event in Atlanta, Georgia. It was set in a hotel still dressed in the original brand’s colours and visuals (banners, logos, and other branded materials). But while agency leaders were gathered in a conference room, every banner, sign, and visual cue across the venue was quietly swapped with the new branding.

When the team walked out, they stepped right into the new brand.

Additional launch events and ongoing internal communication helped build momentum and ensure consistency as the new identity rolled out.

why it worked

Combining heart with strategy paid off. 

The new branding was based around the client and community. The messaging wasn’t fear-based or transactional—it was optimistic, people-first, and grounded in Highstreet Insurance & Financial Services’ mission to build resilient communities.

Rebrands don’t have to feel corporate. They should feel bold, human, emotional, and strategic. When done right, they become the launchpad for everything that comes next.

If your organization is ready for a transformation that goes deeper, reach out and we’ll bring your brand’s next chapter to life.