Start-up Specialty Insurer Quickly Builds Brand Awareness

When the well-known insurance executive Patrick G. Ryan started a new specialty insurer in 2010 – Ryan Specialty Group, LLC (RSG) - the company’s communications director turned to a creative, collaborative team including Maryanne Sherman, an accomplished writer and marketing communications professional, and award-winning, Chicago-based graphic design firm McCarthy Communications.  

To build a recognizable brand for the new company, the creative collaboration focused first on coming up with a name and a slogan that would position the new company right out of the box. As the company expanded through acquisitions and start-up entities, the team created names and logos for the various entities that eventually became part of RSG. Sherman Think Tank provided editorial services including names for the various entities and copy for the websites, promotional materials and sales sheets, advertising, capabilities brochures, eblasts and marketing proposals for the corporate entity and each of the individual 11+ subsidiaries.

The result of this collaborative effort is that today, RSG is a highly-regarded global holding company for a wholesale brokerage, a wide range of select managing general underwriters, a London operation and other specialty insurance services for agents, brokers, insurers and clients.