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Kent + Essex

INTRODUCTION

Tradition Meets Modernity: Reimagining Kent & Essex Mutual Insurance

With over 130 years of history, Kent & Essex Mutual Insurance (K&E) has been a trusted provider of insurance protection for Ontario residents since 1888. As a mutual company, K&E is fully owned by their policyholders, emphasizing community values and customer-centric service. Despite their long-standing reputation, their digital presence was struggling to keep pace. Their outdated website was not only aesthetically lacking but also unusable on mobile devices—an increasing concern for a growing digital audience.

K&E approached us with a challenge: modernize their brand and digital presence while staying true to their rich heritage and small-town roots. The goal was clear—create a digital experience that reflects their legacy while preparing them for future growth.

VISUAL ID

Rediscovering Identity: A Refresh with Purpose

Kent & Essex needed a brand refresh that would honor their legacy while projecting a modern, trustworthy image. We began with a subtle logo refinement, adjusting the line-weight and typography to improve clarity and scalability across digital and print mediums. The color palette was updated to include richer tones, enhancing visual appeal and supporting accessibility standards.

The brand’s visual language was reimagined to communicate professionalism, stability, and community involvement. We maintained the core elements that policyholders had come to recognize but presented them in a more contemporary and polished way.

Navigating the New: User Experience with a Human Touch

For K&E, user experience was a critical focus. The existing website’s navigation was cumbersome, and users struggled to find essential information. Our research revealed that policyholders and potential customers were often left confused by the process of obtaining insurance and connecting with brokers.

To address this, we redesigned the site’s information architecture to prioritize clarity and ease of use. The “Find a Broker” tab was enhanced with improved filtering options, allowing users to quickly find brokers based on specific insurance needs, such as farm or auto insurance. A step-by-step visual guide was integrated to help new customers understand the process of acquiring insurance, providing a transparent, stress-free journey from inquiry to policy acquisition.

To strengthen K&E’s position as a community-focused company, we elevated their “Giving Back” and “Careers” sections. By highlighting their local impact and commitment to employee growth, we helped them resonate more deeply with their audience.


Designing for Impact: A Visual Approach Rooted in Community

The creative direction for the K&E website was guided by the principles of authenticity and community trust. We leveraged the brand’s heritage elements but infused them with modern design sensibilities. A clean, spacious layout with subtle design moves—like strategic use of color and proportion—was employed to direct focus to the information that mattered most.

The color palette, grounded in rich blues and greens, communicated stability and trust, while accents of gold brought warmth and approachability. The website components alternated colors as users scrolled, creating a dynamic and engaging experience that encouraged exploration.


DEVELOPMENT

Technology with a Purpose: Building a Future-Ready Platform

The new K&E website was built on a custom WordPress theme, optimized for speed, SEO, and accessibility (WCAG 2.1 AA). The site was designed with scalability in mind, allowing for the future integration of features like an insurance portal.

A key focus was ensuring the site performed seamlessly on mobile devices, given the increasing number of users accessing it through smartphones and tablets. This mobile-first approach meant that policyholders could now easily navigate and interact with the site, regardless of device.

We also took steps to improve the payment process, creating a stronger link between the K&E website and the financial transaction page. Warnings were integrated to notify users when they were leaving the site for payments, and the styling of the payment form was aligned with the K&E brand to maintain a consistent user experience.


More Than Just a Website: Empowering Through Information

Insurance can be complex, and K&E wanted to position themselves as thought leaders by providing valuable, educational content. We introduced a blog featuring loss prevention tips, FAQs, and advice-based articles to help users better understand their insurance options and make informed decisions.
Testimonials were segmented based on specific services, providing social proof and enhancing customer confidence. By integrating these elements into the site, we not only improved the user experience but also reinforced K&E’s reputation as a knowledgeable and caring insurance provider.

The revamped website and refreshed brand have not only modernized K&E’s digital presence but have also strengthened their connection with policyholders and the community. The new site, with its intuitive navigation, clear messaging, and engaging design, better reflects the company’s values and commitment to customer service.

K&E is now equipped with a future-ready platform that can grow with them, supporting their mission to provide reliable insurance protection while staying true to their small-town roots.

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