Grange Unveils New Brand Identity, Web Site

Grange Insurance has launched a new brand identity and public Web site, both focused on ease of doing business.

Columbus, Ohio-based Grange Insurance has launched a new brand identity, the carrier announced yesterday. During a virtual press conference, Grange president and CEO Phil Urban said the brand update was three years in the making and will position the company for continued growth.

The rebranding will be built on corporate initiatives to position independent agents as valued insurance experts, create customer-focused products and establish the carrier as a leader in ease of doing business.

In conjunction with the redesign, Grange has piloted and launched a new public Web site with several customer-facing enhancements. With a MyGrange login name and password, customers will have the ability to message their agent and will have access to policy and agency info, as well as self service options such as online bill pay, according to Mike Buzek, Grange vice president of ease of doing business (EODB).

Buzek said that the new site will allow for better visibility and transparency for customers during the claims process. In addition, the portal will allow for co-branding between Grange and a given customer's independent agent.

The carrier introduced a new television, radio and print advertising campaign to accompany the rebranding launch, which includes a new corporate logo. During the online press conference, a Grange spokesperson pointed out that since the last time Grange updated its logo, in 1988, the carrier has grown from annual revenues of $250 million to $1.3 billion.