I was brought into this project to create two of the four concepts pitched to the client. The pitch included two logos, a color scheme, and digital and print brand applications.

Client: SIAA Insurance
Studio: FINE Design Group, INC.
Creative Direction: Mehran Azma
Art Direction: Ali Doucette
Photography: Stock, Pexels

SIAA is a parent insurance agency, empowers smaller agencies with tools and resources for growth. The rebrand aimed to modernize their image and highlight their leadership. They wanted to be seen as nimble, comprehensive, approachable, strong, and flexible.

The concept features energy and boldness softened with the humanistic typeface Articulat CF. The logo’s curves, inspired by a spring, symbolize "SIAA: The springboard to success." The playful design contrasts with a confident color palette and conveys motion at various scales and angles.

Additionally, the project needed a plug-and-play logo system for SIAA’s agencies, using the primary mark’s silhouette as a frame for each agency's initials. This design showcases SIAA as a unified national company, celebrating the strength of its members.