Imar: Tradie Insurance Broker Case Study -- Windsorborn


The tradie’s mate.

Imar, owned by Gallagher, is a specialist tradie insurance broker that has been successfully operating for 35 years. In general, the brand felt more corporate in terms of branding and tone of voice, so a decision was made to align the brand more closely with the core primary audience (tradies), while continuing to have focus on the small business and builders segments as secondary targets.

As part of a visual brand refresh, we updated the identity to give it a more modern feel, whilst still ensuring it felt like a part of the Gallagher family. Content was overhauled with new copy written with a ‘tradie’ tone-of-voice, while not going too far to lose Gallagher’s  premium edge. Lifestyle and tradie-focused imagery gives the brand some warmth and a more authentic feel.

A new WordPress website was developed with both user experience and performance in mind. We used rich content and live feeds with reviews from Trustpilot to show that imar are a brand that tradies can trust and rely on. After all, they are ‘The tradie’s mate’.

Brand Identity
Creative Copywriting

Development – WordPress

GTM & GA Management
Onsite SEO

54% increase in conversion rate within the first 2 months of the new site going live.

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