Skyward

Raising a New Brand Skyward

To raise the brand to a new level of opportunity, this long-established specialty insurance company needed to move on from the limitations of its current name and branding. By starting with a clean slate, it quickly reached new heights.

Challenge

Outdated and mispositioned brand
Houston International Insurance Group (HIIG) was being held back from growth by its outdated brand and mispositioning.

Solution

Create a new brand from the ground up
Develop a new brand that aligned leadership with the team and represent the company’s new capabilities, leadership, energy, culture and vision for the future.

Result

1,000 new visitors
Attracted more than 1,000 users to the new site in one month, energized the culture and transformed Skyward into an employer of choice.

The blue Skyward Specialty Insurance logo

A blue banner with the phrase "Skyward - More than just a name" written on it

A black and white photograph of people standing in a penthouse suite of a tall building, looking out the window

An example of Skyward's new font choice as part of its new brand

Primary Blue

Sky Blue

Plum

Pink

Cool Gray

A mockup of a wall with the Skyward "A" painted on it along with the brand colors

A 3D example of the Skyward "A" in brand colors

“Elevating clients through a new perspective to seize success beyond convention.”

Central to the rebranding and website was the new name, Skyward. This symbolizes the company's new direction and commitment to elevating clients to a place where they can see farther, have a broader perspective and seize success beyond convention.

Connect to the Story

Complete Visual Alignment

All brand elements, including the identity, color palette, typography, photography style and marketing collateral, were developed to align with the new name and communicate Skyward’s benefits to its clients.

Internal and External Engagement

An internal microsite was built to support a town hall launch, while a new corporate website was built from scratch and taken live in record time.

A hand holding an example of what a Skyward buisness card would look like in the new brand

The Skyward Specialty Insurance name on the side of a building

An example of printed material under the new Skwyard brand designed by BrandExtract

A brand board showing different assets in the new Skyward brand designs

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Visual Identity With Elevated Meaning

Skyward’s new logo and graphic elements are thoughtfully designed to carry meaning. The font features bold strokes and striking angles, complemented by a vibrant range of colors within the brand system. Collectively, these elements highlight the expansive perspective that is the core of the Skyward brand.

Skyward Specialty Insurance CEO Andrew Robinson talking the seven key elements to Skyward's strategy
Skyward Specialty Insurance CEO Andrew Robinson talking about the process of choosing its name and defining its brand purpose
Skyward Specialty Insurance CEO Andrew Robinson talking about the type of company Skyward is and what its new brand launch means for its future

Impact

Upward Growth

Strategic rebranding drives explosive business growth

Our comprehensive rebranding transformed Skyward Specialty Insurance from a stagnant organization into an innovation leader and employer of choice. More than four years later, the brand continues to reach new heights with an enviable company culture, market leadership and measurable growth that proves the lasting impact of strategic brand transformation.

Awards

  • HBMA Lantern

Impact

  • Drove explosive revenue growth, more than doubling from 2021 to $1.15 billion in 2024
  • Transformed stagnant culture into an industry-leading workplace, earning "Best Companies to Work For" recognition by US News & World Report for two consecutive years
  • Established Skyward as an employer of choice in the competitive specialty property and casualty insurance market

More Impactful Work

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