Sentry

Sentry is a Wisconsin-based insurance business serving North America. Its brand had drifted corporate and a little cold, out of step with a company that prided itself on partnership and plain-speaking expertise.

At FutureBrand, I led the team that redesigned their web presence to match, from card-sorting research and stakeholder workshops in Wisconsin through experience strategy, personas and wireframes for every page template, building a platform for dialogue and approachable expertise, with the build delivered by a Boston partner.