Branding a 100 year-old startup.

For over 100 years, KBS provided insurance products tailored for the needs of community banks. Today, backed by the financial strength of Berkshire Hathaway Homestate Insurance Company, KBS offers unmatched experience and dedication in a fast-paced, ever-changing world. We came up with a new tagline captures their commitment expertly: Ready for what’s next.

With no previous web presence, KBS had a unique opportunity to rebrand the company, leveraging its rich history while leading the risk management services for community banks into the future. We approached this brand like we would for a start-up, a 100 year-old start-up.

Initial logo explorations included references to the original Eagle. As we went through the process, we realized the aesthetic should be simple, modern, and future focused.

The ability to simplify means to eliminate the unnecessary so that the necessary may speak.

– Hans Hofmann