Arcwell Insurance - Guide and Protect
Jackson & Jackson Insurance had been a family name for generations; trusted, established, and deeply rooted in the communities it served. But as the agency set its sights on a new era of growth, a remote-first model, and a younger generation of clients navigating coverage for the first time, it became clear the name wasn't the only thing that needed to evolve. Enter Arcwell Insurance: a complete strategic rebrand built to honor the legacy of what came before while making room for everything that comes next.
The new identity draws its heart from the arc; a shape pulled directly from the brand symbol, a modern emblem of shelter, continuity, and quiet protection. Warm, earthy, and distinctly American, the visual system pairs nostalgia with forward momentum, and a mark that tells its own story: a home cradled beneath a rainbow, an ark built to weather any storm.
Scope
Brand Discovery, Naming, Brand Identity, Messaging
2025
In collaboration with Chris Logsdon