Creative Director | Writer
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The Nitsche Group Brand Development & Website

When I began working with the Nitsche Group, they were named the Insurance Network of Texas. Poised for growth, this family-owned insurance company wanted to start laying the foundation to continue their expansion in Texas and potentially move across state lines.

THE SOLUTION

THE SOLUTION

Renaming and rebranding were necessary to create a greater connection within Texas and broaden the appeal of the company if they ever decide move outside the state. A responsive website redesign was also critical to cater to their ever-increasing mobile audience.

THE PROCESS

THE PROCESS

An in-depth discovery informed personas, user flows, navigation recommendations and wireframes. While a branding workshop and stakeholder interviews laid the foundation for our rebrand strategy.

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THE REBRAND

THE REBRAND

After choosing to move forward with the family name, The Nitsche Group, I developed all positioning and messaging including a positioning statement, voice and tone guidelines, a creative platform and message map. A logo redesign and style guide finalized the identity work.

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THE WEBSITE

THE WEBSITE

Pulling inspiration from the photography that lines the halls of their headquarters, The Nitsche Group’s website is a mix of history and modern features. Their story comes to life through a scrolling timeline while their welcoming personality shines through in the copy throughout the site.

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THE ENHANCEMENTS

THE ENHANCEMENTS

We have continued to enhance the site since launch. A/B testing improved contact form submissions by 156% and a local SEO initiative increased organic search traffic by 15.1%.

MY ROLE

MY ROLE

As lead on the project, I was part of every decision. I conducted stakeholder interviews, led a branding workshop, played copywriter on the positioning work and provided strategy and oversight throughout the engagement.