A Bold Brand

SMI started where many mature companies do when they are looking to transform their organization — with a rebrand. Working with brokers and families across Canada, SMI knew ‘Saskatchewan’ Mutual Insurance needed an identity that was scalable, transcended borders, and bold enough to signify change to unbothered, tech-savvy users, all while permeating a cultural change inside their own walls.

Before

After

The reimagined Sandbox Brand is a reminder to rediscover creativity, play, experimentation, prototyping, and how good it feels to just get your hands dirty. The sandcastle extension is a nod to SMI’s original logo, experience, and leadership in the insurance industry for the past century.

A ‘Phygital’ Shift

Transformation is more than skin-deep. We first dove into the technical and backend systems to understand the current state and to create benchmarks for how Sandbox employees, brokers, and policyholders interact with Sandbox.

Once a strong brand identity, experience principles, and creative direction were set, we focused on experience. Sandbox had two goals: one, create easy-to-use digital platforms and products that foster high-level self-service; and two, help customers and prospects feel more confident through clear coverage descriptions, simple navigation, and support to facilitate the insurance journey.

From here, we designed and developed a website, claims portal, and supporting tools for employees, brokers, and policyholders to submit, manage, and stay informed about their claim status, all while making it easier for new customers to make confident, educated decisions on insurance purchasing.

This is just the start, and we’re looking forward to continuing to work with Sandbox to design solutions and reduce friction for users wherever possible.