ReBranding Campaign Hits Hanover Right Between the Lines

Talk revitalized the Hanover brand and created the tagline Right Between the Lines to link the logo's visual identify with the company's business of placing high risk lines of insurance. We provided Hanover with a definitive platform from which to position its brand for growth outside the Carolinas.

Hanover's existing logo held valuable brand equity, but it needed a more professional image. Its ProVision line had a completely different brand, which hindered it from benefiting from Hanover's existing brand equity. An updated logo integrated the "H" icon and type treatment into one cohesive identity. A brand architecture system incorporated five sub-brands Brand guidelines upheld the integrity of the brand across all departments. The tagline Right Between The Lines linked the logo's visual identity with the company's business of placing lines of insurance. Redesigned website showcases new brand architecture. New image ads in regional trade magazines target Hanover's core audience of insurance brokers. A 2008 holiday card introduced the new brand to customers, vendors and referral sources. The delineation of the brand enabled Hanover to educate prospects about the breadth of its products and to distinguish between the product lines. The re-branding initiative instilled a sense of pride among employees and motivated them to take an active role in building a strong Hanover brand.