ABOUT

Overview/ challenge:

Formerly known as Genworth, Sagen is the largest of four mortgage insurance companies in Canada. They came to us with a three-pronged ask.

They urgently needed a rebrand due to a recent acquisition (legalities on territories)
They needed a new website because their current one was a decade old.
They wanted a digital campaign to launch at the same time as the new brand
Genworth wanted a new brand. For this, we created a new logo, an entirely new visual identity, and we worked closely with the team there to ensure everything about the new brand aligned with their values.


The approach:

Everything we did with Sagen was designed with their audience in mind. This extended to their website, where we helped them house the wide variety of content they have while still making the site easy to navigate with an intuitive UX. Using an Agile methodology, we were able to create an innovative site that can carry their brand into the future.
In collaboration with Sagen, we developed detailed audience profiles of industry professionals and targeted them on the channels they spend the most time on. This way, we met the target audience on their turf and ensured maximum exposure.



Results:
-The new brand launched in September 2020
-It was received exceptionally well by both internal and external stakeholders
-Sagen stock rose 25% in a single day post-launch
-Was acquired by Brookfield 6 months after the brand launch