Case Studies
client: Colemont Insurance
Insurance Company’s Buyout Requires Name Change
capabilities/industry: Advertising | Collateral & Print | Interactive & New Media | Financial
As the result of an ownership change, Dallas-based Heath Insurance Brokers faced an identity challenge: terms of the buyout required them to rename the company. This, in turn, required a new look for all sales and service materials, as well as collateral material like business cards and letterhead.
DVL recommended an international name search supported by external and internal research to ensure support of the new identity. DVL generated name possibilities and worked with attorneys to facilitate the necessary legal searches and with a cultural consulting firm to ensure that names were appropriate. After several names were chosen and cleared, DVL retained Prince Market Research to conduct focus groups and a phone survey of target audiences.
Ultimately, DVL helped Heath select “Colemont,” a name generated based on research that showed equity in the company’s roots and history. The name was drawn from the intersection in Dallas where the original headquarters building was located: Cole & Monticello. Once the name change was complete, DVL designed new collateral materials, redesigned the corporate website and created and produced identity advertising.
results: Colemont reported a smooth and enthusiastic transition to its new name. DVL continues to work with Colemont, designing trade show booths, producing additional image and product advertising and designing additional web pages.
