Midlands
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Visual Identity

2012

 

To create a new visual identity for Midlands that unifies their company and communicates their services and strengths.

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CHALLENGE

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Midlands is a specialty insurance company that offers underwriting expertise to both industry partners and brokers. A company that takes pride in their staff, Midlands wanted a brand that communicated their legacy and strength, but also presented them as an approachable "people company."

 
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SOLUTION

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The Midlands mark was primarily derived from two main points. One being that Midlands is a “people company” and strives to provide a high service standard. The second is that Midlands is perceived as a industry leader and has a vast and diverse set of products and services. With that in mind, we chose to go with a simple and bold typeset word mark that has some soft edges to appear personable and sincere.

 
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TAGLINE

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The tag line “Beyond Coverage” helps explain that you can go above and beyond; solving unique and difficult problems. The tag line also communicates that you have many more services to offer your clients.

 
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CREDITS

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Agency: ghost
Art Direction/Design: Joel Schierloh