Brand Extension
Country Base: USA
Industry/Sector/Keywords: Consumer Goods and Services, Financial Services/Insurance, B2C

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

Equipment breakdown insurance is a highly specialized form of coverage that is well established in the commercial market where it is used to protect industrial equipment and systems such as heating & air conditioning. Hartford Steam Boiler Inspection and Insurance Company (HSB), a recognized leader in the category, began to explore a new market by extending the concept to homeowners after determining that its expertise in commercial equipment breakdown underwriting would give it an advantage.


With a long and proud history, HSB had earned a strong reputation in the industrial/B2B marketplace. Its brand had strong equity with that audience, but was unknown in the consumer space. In addition, the industrial brand’s name and logo had a decidedly “retro” feel that honored the company’s legacy, but did not align with the new direct-to-consumer offering or its audience.


A consumer-oriented approach was called for, starting with a clean slate: a go-to-market brand called TrustedPlace with its own identity, clearly separating the current and all future direct-to-consumer products from HSB’s industrial offerings. Our strategists and designers translated the name of the new business line, the underlying concept of protection, and the future vision of an increasingly mobile world into a creative, consumer-centric visual identity: a turtle, carrying its protection wherever it goes.


When the final work was presented, it was met with an enthusiastic response from the client and consumers. The turtle gave TrustedPlace exactly the kind of versatile, timeless personality the team was looking for. “We developed a number of really good logos that captured key attributes like security and confidence, but felt there was enormous potential to capture consumer empathy by coming up with a friendly, character-based concept. “Turns out our client was absolutely amazed by the turtle and called it a home run.” — James Cerruti, Senior Partner


Client: The Hartford Steam Boiler Inspection and Insurance Company – TrustedPlace –

Brand Strategists/Designers: Tenet Partners –

Senior Partner, Strategy: James Cerruti
Director, Strategy: Caroline Friedland
Senior Partner, Creative Director: Andrew Bogucki
Partner, Design: Courtney Grier
Design Director: Mary Stroup
Account Manager: Kathleen Land
Account Manager: Mita Lad