Midwestern Adjusters +
Elite Restoration Co.

Challenge

The client wanted to launch two sister companies that would provide complementary services around public adjusting and home restoration. With years of experience in both industries, they knew it was a crowded and competitive marketplace.

In addition, their service offerings weren’t necessarily unique, and the industry’s reputation was riddled with skepticism and a lack of consumer trust. Being tied to the insurance industry along with the typical door-to-door sales approach would make it challenging to gain momentum quickly. And as with any new business, every moment has to count to ensure sustained success.

With their business being built almost primarily on referral and door-to-door sales, they needed to find a different way to break through the clutter and address the customer perceptions head on.

Solution

I wanted to create a brand that would convey an appreciation for that customer trust. Inspired by the client’s conviction to do what’s right for their customers—to bring a high level of integrity and personal commitment to an industry where it’s often lacking—I worked to position these companies by rooting them in shared values. I articulated that idea through a new brand platform, “Our best on your behalf.”

When navigating complex issues like insurance claims and home damage, it’s difficult for consumers to know who to trust. Asking a homeowner to place their personal information and property in the hands of a stranger is no small ask. The client understood both the hesitancy and the responsibility.

By making this commitment to their customers central to their story, I was able to create a transparent, accessible brand approach for both companies. Visually, I harkened back to a time when business was personal and quality was guaranteed. By using a style that referenced traditional marks of tradesmen, it reinforced the expertise and craftsmanship the client brings to their work.

My role: Account Services, Strategy, Creative Direction, Design, Copywriting