OVERVIEW /

Aon Insurance Services is part of Aon Corporation, the leading global provider of risk management services, insurance and reinsurance brokerage, and human resource consulting and outsourcing. Aon Insurance Services has focused its resources to help meet the needs of the American Institute of Certified Public Accountants (AICPA) and its members for over six decades.

Aon tasked Capstrat for a brand refresh since their previous website and brand presence were outdated. Aon Insurance Services needed to reconnect with CPAs to show why they should be considered a trusted resource for personal and business insurance.

BRAND PERSONAS /

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TASKS /

I was tasked to reposition the existing brand with two engaging personas. These new directions positioned the company to continue with a targeted direction of a “guide” or an “authority” presence— either of which could have worked to identify with their audience.

Historically, the insurance industry moves slowly, but research showed AON’s customers were using mobile devices to access the web. When we showed that AON’s first competitor launched a new responsive site, AON knew they had to provide support on tablets and phones.

But it wasn’t easy. AON has a complex product line, articles, help pages, large tables and application forms. Additionally, they use Sharepoint, a system not know for responsive design. After UX planning, prototyping, design, the design team delivered fourteen fully-functional HTML/CSS/JS templates in a fully responsive front-end to AON back-end developers.

RESULTS /

The new cpai.com was launched as a responsive website dedicated to helping CPAs find the right insurance plans. The engaging website, and brand persona, adopted the “guide” direction to communicate to new and current members. It drastically elevated their membership and positioned them as the leader in insurance for CPAs.

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TEAM /

Agency: Capstrat
Group Creative Director: Lindsey Bennett
Lead UX Designer: John Romano
Art Direction & Lead Design: Ryan Cuthriell
Digital Producer: Brian Hall
Sr. Front-end Developer: Chris Yow