The mission
In the dynamic world of property & casualty insurance, Groupe Ostiguy & Gendron (GOG) had set its sights on a national scale. But how to transform a Quebec firm into a major Canadian player? It was with this crucial question in mind that GOG called on our expertise. The mission was clear: orchestrate a complete metamorphosis of the brand identity to reflect the firm's new ambitions and enable it to conquer new territories.
The solution
To meet this challenge, we delved deep into the company's DNA. We conducted an in-depth brand diagnostic, analyzed the Canadian insurance ecosystem, and worked closely with the management team to define a bold brand strategy. The result? The birth of Covalen. More than just a name change, it's a true rebirth. Inspired by covalent bonds in chemistry, this name embodies the strength of relationships and the power of collaboration. Co for "together", valen for strength and value. Covalen is about being "stronger together". We then created a distinctive visual identity, designed to set Covalen apart as an innovative challenger in the industry. This new image was used on all communication media, from e-mails to convention booths, as well as powerful videos to reveal the new brand.
The result
The transformation of Ostiguy & Gendron into Covalen marked a decisive turning point in the company's history. This new chapter injected renewed energy into the entire organization. Employees, galvanized by this ambitious vision, quickly embraced the new identity, making "We are Covalen" a meaningful rallying cry. This metamorphosis also had a significant impact on the company's external perception. Covalen quickly positioned itself as a dynamic and innovative brand in the Canadian insurance landscape, attracting the attention of new customers and potential partners. The new identity opened doors, facilitating the company's geographic expansion. Today, Covalen has over a hundred employees in five Canadian provinces, with headquarters in Laval.
"The journey with Covalen's leadership was extremely stimulating from the very first meeting, as we perceived their growth ambitions and desire to create a strong brand. Pure joy for our strategy and creative teams."
Benjamin Dumas-Boisvert
Partner & Vice-President
The success of this transformation depends on a holistic and collaborative approach. Here are some key elements of the approach:
An in-depth analysis of the Canadian insurance ecosystem to identify opportunities for differentiation.
A strategic thinking process involving the executive team to align positioning, brand territory, and key messages.
The creation of a nominal and visual identity consistent with the client's true nature, while enabling it to stand out as a challenger in the industry.
The development of powerful storytelling around the concept of "stronger together", rooted in the company's history and values.
The implementation of the new brand image across all points of contact, ensuring visual and narrative consistency across all communication channels.
This brand transformation is a perfect example of how a bold vision, combined with a well-crafted strategy, can propel a company to new heights. Covalen is now ready to write the next chapters of its history, with an identity that reflects its ambitions and values.
“The Prospek team has gone to great lengths to understand who we are and where we want to go. The collaborative working methods and creative process were engaging for us, but how stimulating! This metamorphosis is propelling us into the future with strength and confidence!”
Jean-Philippe Martineau, President at Covalen
Credits
Brand Strategy: Philippe Doss, Sylvain Arsenault et Benjamin Dumas-Boisvert
Art Direction: Charlotte Leblanc
Video: Mika Parent, William Nadon
Motion animation: Jeff Clermont