When mortgage insurer Genworth Canada split from its U.S. counterpart, it was the perfect moment to reimagine the brand from the ground up.
The rebrand encompassed a complete overhaul, including a new name, brand story, identity design, motion graphics, presentation templates — plus a rethinking and consolidation of their online presence.
Creative Director
During the discovery process, the brand story practically told itself. Genworth Canada was already seen as a thought leader in the industry, with a strong reputation for customer-centric service, particularly in helping brokers and lenders navigate industry changes.
The new name, SAGEN, combines "sage" — for wisdom — with "gen", a nod to their Genworth legacy.
Genworth Canada had a dozen or so websites that were speaking to everyone — and reaching no one. I simplified their online ecosystem, reducing it to three primary websites which we redesigned from the ground up.
These included the flagship site at sagen.ca, the investor website, and the core engine of their business: the secure online portal through which lenders, brokers and Realtors submit mortgage insurance applications.
Just months after the rebrand went live, Brookfield, already an investor, fully acquired the newly rebranded SAGEN. Coincidence? Probably.
