Project
Wawanesa InsuranceAbout
Founded in Wawanesa, Manitoba over 129 years ago, Wawanesa Insurance is now one of Canada’s largest mutual insurers. In 2024, Concrete led a brand refresh for Wawanesa that balances its prairie legacy with a visual language built for the digital age. Illustration by Giacomo Bagnara and Stephen Cheetham.
Team
Jonathon Yule, Layla Shioguchi, Aurora RatcliffeDisciplines
Brand Identity, Strategy, Campaign Identity, Web Design, Art Direction, Copywriting
01A Human Touch
Wawanesa Insurance was founded by a group of farmers and to this day, it is still member-owned. Humanness and warmth are core elements of the brand; and yet, its expression prior to the refresh did not communicate this.
Our team brought these elements to the forefront by leaning more heavily on a warm secondary colour palette, rounded forms, and candid photography. A more distinct brand typeface and being bolder with the use of Wawanesa blue also made even small touchpoints feel branded.
02Modernizing a 130 Year Old Brand
It was important to us that Wawanesa’s new visual language could scale seamlessly across multiple digital touchpoints and be dialled up or down according to its audience (employees, brokers, members). I owned the redesign of the Wawanesa website, which takes full advantage of colour, motion, illustration, and our rounded shape language to create a more consistent and curated digital experience.