Helping a Maine broker conquer New York
Varney Agency had built 60 years of trust in Maine, with three generations of the Varney family serving their community with dedication and expertise. But when they set their sights on high-value property owners in competitive markets like New York, their traditional, locally focused brand identity needed to evolve.
Finding a better way
Through intensive brand workshops, we uncovered Varney's true competitive advantage. It wasn't just their experience or their family values. It was their relentless commitment to finding better, value-adding products and services for every client challenge.
We crystallised this into a powerful value proposition: Risk solutions built around you.
An identity that inspires confidence
We set to work on a complete visual transformation: a new logo projecting confidence and modernity; striking, contrasting colourways that command attention; and duotone photography for a simple but powerful visual language. The website was revised to speak directly to New York and nationwide audiences while still honouring their Maine heritage. Strategically, we positioned Varney as the Warrior archetype, emphasising agility and determination, with messaging frameworks that established them as risk management champions.
The numbers tell an unambiguous story. The updated identity and messaging immediately gave the sales team the confidence and visual backing to approach high-value New York clients. The new brand unlocked geographic expansion beyond New England, enabling Varney to develop new business opportunities across multiple states. Today, their client base extends as far south as Puerto Rico.
FREE showed us how we could harness our heritage and direct it to the future. They developed a striking, modern brand identity. Along with the insightful messaging, a new website and marketing collateral, we now have an exciting platform for growth.
Mike Varney
Executive Vice President, Varney Agency