Integrity Insurance: Launches new brand identity

Appleton, Wis. — Citing a desire to better represent the dynamic company it has become, Integrity Insurance is introducing a new brand identity reflecting the company’s strong heritage and financial security while promoting its desire to create, customer-focused products and position independent agents as valued insurance experts.

“We began the rebranding process by looking at our company from different perspectives to get a better idea of where we’ve come from, what we do well, what we can do better and who we want to become,” said Integrity President Joseph F. DiMartino, Jr. “We wanted to develop a new brand that appeals to a wider range of our customers in Iowa, Minnesota and Wisconsin and represents the way we live today. We also have a new tagline — ‘The way it should be’ — to define everything we do with our agents and policyholders. We want to provide the best possible customer experience and have people walk away from their interactions with us thinking everything went just as expected and as desired.”

In conjunction with the brand launch, the company is introducing new print ads. Company officials will also travel in October to meet with agents in the three states covered by Integrity to share more about the brand and overall company operations.

“Our new brand represents both our heritage — a stable, Midwestern company offering competitive pricing, outstanding claims service and the expert counsel of independent agents — and the company we want to become,” DiMartino said. “People value established companies for security, but also want them to be nimble enough to keep up with their life’s changing demands. They value variety in products and want an honest provider always delivering what it promised.

“Our position in the marketplace is based on service— we will provide consistent and efficient customer service to agents and to policyholders. When we do that consistently, that builds trust. Trust over time leads to lasting relationships. The three rings of the new logo symbolize Integrity, the agent and the policyholder. They vary in width to represent the changing needs of each party. Each ring is continuous and interlocking, forming an essential interdependent relationship,” said DiMartino.

Besides an updated logo, the company is also changing the signage at its Capitol Drive headquarters in Appleton. The new sign will go up on September 29, the afternoon the associates will celebrate their new brand.

About Integrity Insurance

Integrity Insurance established in 1933 is based in Appleton Wisconsin. Integrity offers auto, home and business insurance through a network of independent agents throughout Iowa, Minnesota and Wisconsin. With an affiliate partner Grange Insurance based in Columbus, Ohio — the enterprise has $2 billion in assets and $1.3 billion in annual revenue and holds an AM Best rating of “A” Excellent. For more information, visit http://www.integrityinsurance.com. Please note the new logo is attached to this email.