Midlands is a managing general agent with a specialty in excess workers' compensation program administration and fee-based specialty TPA services. Our goal was to create a new brand identity for Midlands that unifies their brand and communicates their services and strengths. We needed to focus on helping clarify what they do, be unique in their field and to have a unifying look and feel throughout the whole company. We wanted to capitalize on their strengths like leadership, the Midlands name, and their unique solutions that they bring to their clients. When concepting the Midlands brand we focused our attention on a minimal brand that had bold and strong attributes. The Midlands mark was primarily derived from they are a “people company” and strives to provide a high service standard. They are also perceived as a industry leader and has a vast and diverse set of products and services. We chose to go with a simple and bold typeset word mark that has some soft edges to appear personable and sincere. The tag line “Beyond Coverage” helps explain that they go above and beyond; solving unique and difficult problems. The tag line also communicates that they have many more services to offer your clients. SCOPE OF WORK: Brand Identity Stationery Print Collateral Copywriting Front End Web Design CREDIT: Creative Director: Matt Pickett Developer: Nick Robinson Account Executive: Kelly Curtis - Work created while at ghost
