Hershfield Insurance Agency:

Reimagining the Insurance Brokerage Experience Through Family Values and Vibrant Design

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, Marketing

The Challenge

Hershfield Insurance Broker (HIA), a family-owned California insurance brokerage, prides itself on lifetime client relationships, personalized service, and acting as a consistent advocate no matter which carriers clients choose. However, their previous brand identity failed to clearly differentiate their value as a brokerage, and visually didn’t showcase the vibrant lives of clients whose peace of mind was secured through thoughtful insurance coverage.

“The project was collaborative and anchored our [the co-founder’s] values. We are seeing success with this brand because we departed from industry norms favoring more corporate identities, and instead leveraged imagery and language that conveys care and reassurance—which is also what you get when you work with our agents.”

Andrea Hershfield, Co-Founder Hershfield Insurance Agency

The Strategy

The project centered on developing a modern, joyful visual identity that highlights real, happy moments from everyday life, distinguishing HIA from competitors’ colder, corporate aesthetics.

  • Imagery: Curated stock photography was used to feature candid, lifestyle-focused scenes — such as families playing in backyards or clients touring new homes. Each image was treated to focus on people and incorporate “insurance bubbles,” icons representing the coverage supporting their experiences.

  • Colors: The palette was refreshed to include bright, playful tones that evoke warmth and positivity.

  • Fonts: Switched to a modern, sans-serif typeface for clarity and accessibility.

  • Website: Navigation was streamlined to prioritize clients’ top needs (policy changes, contacting agents, exploring coverage). Existing client pathways were made more intuitive, and new tutorial content was created for self-management through the HIA app.
    The overhaul was spearheaded collaboratively with Andrea Hershfield, co-founder, ensuring the updates embodied the brokerage’s personal touch and family values.

Results

The refreshed identity drew positive feedback from both clients and the HIA team:

  • “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.”

    Internal communications and onboarding were streamlined, including updates to email cadence and the addition of tutorial videos. These changes resulted in a more cohesive client experience and reinforced HIA’s reputation as a brokerage that truly cares.

Website

Brand Guidelines

“Something goes here about what it’s like to work for Erin or the value you get when you do”

Andrea Hershfield, Co-Founder Hershfield Insurance Agency