Arthur Hall was seeking a change ⎯ in perceptions. While some continued to think of the insurance broker as a small, local agency, it was actually ranked among the top 25% of independent brokers nationwide. Deardorff was engaged to evolve the Arthur Hall brand to better reflect the stature of the firm.
Executive interviews and a competitive audit uncovered the firm’s differentiator as a comprehensive risk management partner, a positioning that had previously not been projected. The new brand, including identity, positioning and tagline, was built around this key focus, while the website was rethought to more accurately communicate the firm's sophistication and complete capabilities.