Hershfield Insurance Agency:
Heart-Led Branding For A Family-Owned Insurance Brokerage
A family-owned California insurance brokerage transformed its brand identity and website to reflect its personalized, lifetime-care approach, resulting in a visually engaging experience and a more loyal, reassured client base.
SCOPE OF WORK
Brand identity, Website design, Content strategy, Copywriting, Marketing
The Challenge
Hershfield Insurance Agency (HIA) is a family-owned brokerage in California that has built its reputation on long-term relationships and attentive service. As the business grew and client expectations shifted, the brand and digital experience no longer reflected the warmth, professionalism, and responsiveness at the heart of the agency.
Internally, the team also needed more streamlined communication and onboarding tools so every interaction felt consistent with the care their brand promised.
“AI can support marketing, but it can’t replace the kind of thoughtful, human-centered branding Erin delivered. She helped us uncover and express the personality of our business, pairing it with clean, approachable design and a clear sense of how we want clients to feel when they engage with us.”
Andrea Hershfield, Co-Founder Hershfield Insurance Agency
The Strategy
Brand discovery and identity refresh
Starting with brand discovery, we explored HIA’s history, values, and the qualities that made clients choose—and stay with—them over larger, more anonymous providers.
From this work, a refreshed brand identity emerged that centered on trust, clarity, and family stewardship, expressed through updated visuals, messaging, and digital touchpoints.
The visual refresh balanced professionalism with approachability, ensuring the brand felt both established and contemporary. The website, collateral, and internal materials were updated to reflect this new identity, creating a cohesive experience across client and team touchpoints.
Strengthening the client experience
To support the new brand, we focused on the client journey—particularly around communication, education, and access to information.
Our work included:
Website copy and content strategy: Writing all new website content, from high‑level positioning and service pages to FAQs and resource language, so prospective clients could quickly understand what HIA offers, who it is for, and how to get started.
Client onboarding and support: Creating clear, friendly onboarding materials and support communications that walk new clients through what to expect and what they need to do.
Referral partner program: Developing the concept, copy, and structure for quarterly referral‑partner gifts and communications, helping the firm thank their partners in a specific, personal way and keep referrals steady without feeling transactional.
Internal communications and onboarding were streamlined, including adjustments to email cadence and the addition of tutorial videos that walked clients through key processes.
These updates gave HIA’s clients clearer guidance at each step and reduced confusion or back-and-forth, while reinforcing their reputation as a brokerage that truly cares about making insurance feel more understandable and less stressful.
Results
The refreshed identity resonated strongly with both clients and the internal team. Feedback included:
“The brand now feels like us — it’s like seeing ourselves in our own website.”
“We’re proud to see it every time we visit. It makes the hard work of running a family business feel worthwhile.”
“Clients feel reassured, and are able to access what they need faster.”
Together, the brand refresh and experience improvements positioned Hershfield Insurance Agency for its next chapter: honoring the family legacy while meeting modern client expectations with clarity, care, and confidence.
“Insurance may not be inherently exciting, but our new website feels modern, welcoming, and far less intimidating—exactly what we were hoping for.”
Andrea Hershfield, Co-Founder Hershfield Insurance Agency