community / logotype and style guide
The National African American Insurance Association
NAAIA, the National African American Insurance Association, is a non-profit dedicated to empowering African-American insurance professionals. Because of our expertise in creative branding and our passion for inclusivity, we felt we were uniquely positioned to help them expand their reach. They felt the same.
Background
In the bustling world of non-profit organizations, not standing out can mean failing to make a lasting impact. NAAIA, a trailblazing association supporting people of color within the insurance industry, recognized the need to lead with a credible and memorable brand in order to achieve their mission.
As a non-profit dedicated to helping people of color in the insurance industry put their best foot forward, NAAIA understood the importance of leading by example in the presentation of their own services. However, our aim was not just to package NAAIA neatly in a new shiny brand. We wanted to instill a genuine sense of empowerment and authenticity into every aspect of their identity.
What we did
Our contribution
Our first step with any client is to immerse ourselves in their world, and because of the unique culture and aspirations of NAAIA, this discovery phase was more important than ever. As a whole-picture creative partner, this stage was not just about objective research. It was about cultivating a profound cultural understanding of who NAAIA were that could inspire and direct our creative process. Our aspiration is to create robust designs by intelligently centering diverse perspectives — and we incorporate this respect for difference of opinion in every project we run. Through design workshops and stakeholder surveys and interviews, we made sure that every voice was heard and every perspective considered. By involving NAAIA’s team at every step, we fostered a sense of ownership and joint pride in the final product.
As we embarked on this exciting project, we knew that defining the marketing materials at the outset was not possible for NAAIA. As a result, we planned for flexibility, prioritizing developing the new brand identity first. This approach allowed us to remain agile and responsive to NAAIA’s evolving needs as they themselves became more clear on their needs.
Driven by insights from our collaborative sessions, we crafted a Visual ID suite that encapsulated the essence of NAAIA’s mission. This transformative brand identity struck the perfect balance between modernity and tradition, reflecting the organization’s rich history while embracing a positive contemporary outlook. Our mock-up visuals demonstrated the potential of the new brand across various touchpoints, ensuring a cohesive and consistent presence.
Understanding NAAIA’s aspirations to grow and expand, we paid meticulous attention to scalability and sharing. We identified the best file formats and tools to equip NAAIA for future endeavors, empowering them to apply the new brand across their website and other communication channels seamlessly.
the outcome
As the new brand and marketing materials rolled out, the impact was profound. NAAIA's website, revitalized by the new identity, garnered accolades from industry peers.
The marketing collateral not only bolstered their presence at conferences and events but also conveyed a powerful message of unity and professionalism. The templates and profile assets created by Oak Theory ensured consistent social media branding across NAAIA’s fifteen chapters, amplifying their reach and impact.
what we made
