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Gray Insurance Company

Gray Insurance Company

Modernizing a Legacy Insurance Brand

Overview

As Marketing Project Manager and Marketing Manager at Digital Ink, I partnered with Gray Insurance to modernize their brand identity and digital presence. This project required aligning multiple entities under one cohesive brand system while improving user experience, website performance, and credibility in a competitive B2B insurance market.


Challenge

Gray Insurance’s branding and website were outdated and inconsistent across multiple entities, which limited trust and discoverability. The challenge was to create a unified identity and redesign their digital experience to better reflect their reputation as a forward-thinking leader in the insurance industry. Gray Insurance Co. requested that their parent company, Gray Insurance Group, share the same domain while being presented as the parent company. This change would allow the Group and its other entities to increase their brand awareness, as well as that of their popular sister company.


Approach

  • Led project management from discovery through launch, coordinating design, dev, and strategy teams.

  • Directed creation of a comprehensive brand book to unify visuals, typography, imagery, and messaging.

  • Managed the website redesign process, including architecture, content hierarchy, and responsive UX/UI.

  • Oversaw SEO strategy and content optimization to increase visibility and performance.

  • Coordinated domain consolidation and integrated all entities into a streamlined digital presence.


Solution / Deliverables

  • Brand guidelines / brand book.

  • Fully redesigned, responsive website.

  • SEO-optimized content and navigation.

  • Unified digital presence under one domain.

  • Updated collateral and brand assets.


Results / Impact Since recording the digital presence in May 2024, the website has shown measurable growth:

  • Semrush rank improved by 53,687 positions.

  • Organic traffic up 6.1%.

  • Backlinks increased 8.4%.

  • Referring domains grew 41.2%.

  • Strengthened brand credibility and alignment across all digital and offline touchpoints.

  • Delivered a cohesive, modern digital experience that positions Gray Insurance as a forward-thinking leader in the insurance sector.


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