Case Study: Sentry modernises its brand and wins new business with FutureBrand

Sentry modernizes its brand with FutureBrand after 100+ years

FutureBrand worked with Sentry, a major mutual insurance company, to address a branding challenge. Over its 100-year history, Sentry had developed a strong reputation but its brand failed to resonate with a wider audience. Its outdated look did not reflect the company's true character or effectively communicate its position as a business-to-business insurer, hindering its ability to drive new business.

The solution from FutureBrand involved modernizing Sentry's brand expression to focus on its human approach, expert knowledge, and customer partnerships. FutureBrand created a new logo and compelling story that championed collaboration over monologue. This work enabled Sentry to launch its first advertising campaign in over 30 years. The rebranding was highly successful, earning FutureBrand a Graphis Award, a Transform Award, and a REBRAND 100 award.

Sentry