PROLINK
PROLINK—Canada’s Insurance Connection is a national, independent, insurance and risk management firm delivering advice and insurance solutions for associations, businesses or individuals.
Industry
— Financial services
— Insurance
Branding to
— Articulate value
— Grow marketshare
— Gain share of wallet
Services
— Brand & value proposition strategy
— Brand identity & visual systems
— Website design & development
— Digital marketing & content
The Situation
PROLINK is a mid-sized, independent Canadian insurance broker focused on the insurance needs of associations and commercial clients. They have an additional business that incubates start-up brokerages with administration and expertise support. Due to a regulatory issue, the firm was no longer allowed to use their name “LMS PROLINK” so they engaged Yield to rename the company and provide a new identity and brand platform. The challenge was how to link these different, but related businesses under one name and identity banner.
Human catalyst
People don’t see value in a broker unless they can connect them to a better solution than they could find themselves.
Our Solution
Yield Branding recommended that the client simplify the brand name down to PROLINK and then use a descriptor for the two lines of business: “Canada’s Insurance Connection” and “Broker Network”. The logo was built around the letter “O” with an inner ring symbolizing the benefit and a line that interweaves through the letters, representing connection to insurance solutions and broker services. The outer ring stands for PROLINK’s value to the client. Once the platform was defined, Yield Branding built out a full creative platform for the firm, which included websites for PROLINK Insurance and PROLINK Broker Network and numerous marketing communications assets.
The Yield
PROLINK has increased their premium revenue 22% since Yield Branding began working with them in 2015. At the same time, they have added 14 new associations, including their largest single client, HRPA.
