Modern IDENTITY // Crawford & Company

Crawford & Company

Background

As the world’s largest independent insurance claims administrator, with ten business lines and operations in 65 countries, CRAWFORD & COMPANY needed to codify its vast, global portfolio of services. Clients and investors were unable to understand the relationship of the business lines to each other, and, more importantly, how the company could support clients across a broad spectrum of specialized needs.

Solution

Partnering with Constellation NY, we helped realize a new organizing principle and data rebus called THE CRAWFORD SYSTEM OF CLAIMS SOLUTIONS, which arranged Crawford’s multifaceted network of companies into a cohesive, easily understood visual paradigm. Starting with a service need or geographic location, the customer could now, within 3 clicks, locate the appropriate business line and contact information. We launched The System as an interactive campaign, encompassing web, digital, and print media as well as live events. Initially presented as a touch-screen presentation, the visuals demonstrate the fact that under The System, clients can access every part of Crawford’s large, complex network through a simple, 3-step navigation process driven by their particular needs. Brochures we created for select business lines presented each company’s unique value proposition under The System’s brand identity.

Result

This new method of strategic engagement shifted new business from siloed, transactional, claims services toward deeper, longer-term, more valuable business relationships. The Crawford System reintroduced the company on Wall Street as a solutions company, not simply a commoditized service provider. Employees embraced it as an essential training tool. Clients are now engaging Crawford in a broader range of services and solutions, and at a faster rate.

Crawford System of Claims Solutions Logo

Crawford System of Claims Solutions Home Page - CLICK on screen to go to the site

Crawford System of Claims Solutions Web pages

Crawford System of Claims Solution Video

Crawford System of Claims Solutions Print Ads
CLICK through images

Global Technical Services
The success of The System led to our rebranding of Global Technical Services (GTS), its line of business comprised of more than 400 claims experts strategically managing losses across the world. The website operates on the same basic principles of accessibility: whether engaging geographically or by industry, clients can locate—and contact—the most relevant global expert in just two steps.

GTS Logo

GTS Homepage - CLICK on screen to go to the site

GTS Webpages

Global Technical Services
The success of The System led to our rebranding of Global Technical Services (GTS), its line of business comprised of more than 400 claims experts strategically managing losses across the world.
The website operates on the same basic principles of accessibility: whether engaging geographically or by industry, clients can locate—and contact—the most relevant global expert in just two steps.