PCF Insurance Services had achieved remarkable growth, growing by 2,257% between 2020-2023 primarily through acquisitions. As a top 20 insurance brokerage with 5,000+ employees across 200+ offices nationwide, PCF faced a critical brand identity crisis. Their acquisition strategy had allowed new agency partners to maintain their individual names and identities with no connection to PCF, resulting in extremely low brand awareness.
In the market, PCF was perceived as an aggregator or holding company rather than a unified national insurance brokerage.
By late 2023, PCF’s leadership recognized this fragmentation was limiting their potential. They deliberately slowed acquisitions to focus on integration and redefining their brand strategy. The challenge was clear: How could they transition from a collection of independent agencies to a cohesive national brand that would maximize enterprise value and deliver exceptional client experience.
Our approach began with comprehensive discovery to understand PCF’s business from all angles. We conducted in-depth stakeholder interviews and focus groups with agency partners to gain insight into perceptions and expectations. For broader perspective, we attended PCF’s National Sales Conference and board meetings, witnessing firsthand the company’s culture and dynamics. The discovery phase culminated in a 3-hour Brand Story workshop with 25+ engaged participants representing various levels and regions of the organization. This collaborative session revealed common themes around opportunity and exceptional service that would later inform the brand platform.
Based on our findings, we developed a Brand Platform centered on “Extraordinary Opportunity and Exceptional Experience.” This platform included a clear brand architecture defining relationships between the parent brand and individual agencies, as well as core values to guide employee behaviors and beliefs. The naming process led us to “Trucordia” – combining elements of “true” (suggesting integrity and authenticity) and “accord” (suggesting harmony and agreement). This name was selected for its ability to convey trust, strength, and reliability – essential qualities for a national insurance brokerage.
The transformation from PCF to Trucordia represented more than a name change – it marked a fundamental shift in how the company would operate and present itself in the market. At the heart of the new visual identity, we created a three-dimensional letter “T” that brought depth and visual interest to the logo. This distinctive element conveyed both strength and subtlety while offering versatility as a supergraphic or social media icon. We selected orange as the dominant brand color to boldly stand out in an insurance category dominated by blue.
Implementation was comprehensive and methodical. We created detailed brand guidelines and worked closely with Trucordia’s internal marketing team to ensure the visual identity system was both flexible and consistently applied. The launch strategy included a brand book, brand video, signage, and employee-focused materials like FAQ sheets and executive talking points.
To support the rebrand, we developed a full suite of marketing collateral including corporate overview brochures, industry practice group brochures, rack cards, and trifold brochures for agency acquisition. The digital transformation was equally robust, beginning with an interim website while developing a digital strategy to integrate 100+ individual agency sites into one unified platform. The digital presence extended to banner ads, social media assets, Zoom backgrounds, and standardized email signatures.
With 200+ acquired insurance brokerages being rebranded – robust brand guidelines were a key tool in keeping everyone aligned.
Digital was key component at launch with the introduction of a ‘reskinned’ website with the new logo, colors, and typography. Banner ads were also created
“It’s clear that we need to think and act like one company for us to build the next great insurance brokerage with the best services and products. Creating a great client experience requires unity.”
Felix Morgan, CEO, Trucordia
