+24%
increase in organic traffic
+333%
increase click-through rate
+84%
increase in backlinks
+19%
increase in Top 10 ranking keywords
Insight Assurance is a premier audit and compliance firm that focuses on security and regulatory assessments, including SOC 2, ISO, PCI, GDPR and other key frameworks. Established and led by seasoned industry professionals with deep Big 4 experience, the firm combines cutting-edge technology with a client-first mindset to deliver efficient and transparent auditing services.
THE CHALLENGE
Outdated, Overused, Off-Brand Assets
When Insight Assurance came to us for strategic guidance and a brand redesign, it was because they believed their current branding had grown stale. In their eyes, the website:
- Wasn’t a clear or compelling reflection of their expertise or culture.
- Used too many impersonal stock vector illustrations, which felt vague and disconnected from both its brand vision and target audience.
These key issues are what Sam Oxley, Design Manager at Brafton and spearhead of this rebrand effort, felt were holding Insight Assurance back the most from its ideal visual identity: To be bold, bright and “tropical,” reflecting the co-founders’ Colombian culture.
As it stood, the website leaned too heavily on Insight Assurance’s few brand colors, which made every page “extremely orange, instead of strategically using color to direct the attention of the user,” according to Sam.
One final challenge the team uncovered on the old website was that its text and other elements weren’t strategically arranged to guide users’ eyes to important areas. It required a more logical flow and user-friendly formatting that suited more natural browsing behavior and user intent.
THE SOLUTION
Website design
Logo & graphic design
UX consulting & design
Custom imagery
All Brafton website design and redesign projects begin with thorough data digging. Our teams comb Google Analytics and evaluate competitor sites to inform an ideal sitemap and navigation structure that feels wholly unique yet purposeful and accessible, and ultimately supports both our client’s business goals and their customers’ journeys.
Beyond the technical requirements, great web design boils down to a collection of fine details that come together to form a cohesive whole that looks and feels just right. Colors, iconography, content and calls to action may seem like small components on their own, but together, they create a website’s visual and philosophical identity.
With data squared away, our team began by workshopping an all-new color palette and redesigning the Insight Assurance logo. Preparing these assets ahead of the technical website work gives designers more creative freedom early within the bounds of established brand-identifying elements, instead of trying to accommodate on-the-fly changes later, or scrap developed ideas entirely.
A logo and established brand colors are foundational brand elements that carry huge weight when it comes to the overall look and feel of the website.
“Through trial and error during the logo/color palette process, we learned more about the client’s preferences, which made designing the website a breeze,” said Sam.
The refreshed brand direction also addressed another key challenge: authenticity. To move away from generic vector and stock imagery, Insight Assurance needed visuals that felt more personal and made it easier for users to get to know the people behind the compliance curtain.
AJ Muffett, Vice President of Visual Media at Brafton, traveled from Boston to Insight Assurance’s Tampa headquarters to lead an in-person photoshoot, capturing polished, professional photos and headshots to feature throughout the website, including in the new Meet the Team section:
THE OUTCOME
A More Personal Online Presence
+24%
increase in organic traffic.
+333%
increase in click-through rate.
+84%
increase in backlinks.
+19%
increase in Top 10 ranking keywords.
This rebrand and website redesign doesn’t just look good — it has preliminary performance metrics to back it up, too, including measurable gains across brand visibility, engagement and authority since launch.
Since publishing the new website, Insight Assurance saw a 23.8% increase in organic traffic, signaling stronger search visibility and improved alignment between the brand, website content and user intent. Moreover, we observed a 333% surge in click-through rate, indicating that the fresh branding, clearer messaging and user-friendly design compelled searchers to click around and learn more about the business.
The new website’s authority also grew: Backlinks increased by 83.7%, reflecting greater credibility and shareability across the web. At the same time, a 19% increase in Top 10 ranking keywords showed that the rebrand didn’t just attract more attention, but helped Insight Assurance compete more effectively in high-value search results to get out ahead of competitors.
These outcomes demonstrate the power of a thoughtful rebrand. They’re much more than a simple visual refresh. Done effectively, rebuilds like these are performance-driven transformations designed to get results. Insight Assurance now enjoys a stronger overall digital presence that makes a better first impression on first-time visitors, positioning them well to sell more business.
Here’s a preview of the homepage pre- and post-redesign.
Old homepage:
And the new homepage:
Building a brand new website — especially as a result of a complete rebrand — is exciting, but also intimidating. New brand elements and updated navigation and structure take time to get used to. It’s a brand recentering exercise that Brafton strives to make as seamless as possible.
So, Sam put together a complete branding package and guidelines to help Insight Assurance get a handle on their new look and feel quickly. It included guidance on how to use various new brand assets such as typography, colors and graphics, as well as ADA compliance best practices, logo dos and don’ts to maintain integrity and even tips and tools that future designers can use to emulate Insight Assurance’s new identity, for wherever business takes them.
The new website puts Insight Assurance in its best light. It’s inviting, vibrant, well-organized and signals credibility in ways that users find both convenient and valuable in their search for professional compliance services.
Searching for the perfect rebrand partner? Discover how we can replicate Insight Assurance’s brand and website redesign success for you.
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