Role: Lead Designer
Scope: Logo Redesign · Brand Identity System · Print & Digital Collateral · Brand Strategy
Scope: Logo Redesign · Brand Identity System · Print & Digital Collateral · Brand Strategy
Challenge:
The challenge was to refresh the brand without losing its legacy. The new identity needed to feel contemporary and professional—positioning Kuhl as both approachable and dependable—while still aligning with the values that longtime clients trusted.
Solution:
I led a full brand redesign, starting with a clean, confident new logo inspired by shield and structure motifs to communicate protection and stability. The visual system expanded into typography, color palettes, and usage guidelines, creating a flexible toolkit that could scale across all of Kuhl’s communications.
Outcome:
The rebrand elevated Kuhl Insurance’s image, positioning them as a strong, modern agency while honoring their established reputation. The cohesive system gave their team confidence and clarity—ensuring every client interaction felt polished and aligned.
DELIVERABLES
Logo Design: A modern, simplified mark with strong lines and balanced type—evoking trust and reliability
Color Palette & Typography: Professional and bold with a refined edge, designed for consistency across print and digital
Kuhl Insurance was known by the same logo mark for many years in the town of Morton, IL and throughout the central Illinois area. Promoting the new look and feel of Kuhl was a must. A corporate brochure was designed with this in mind. This was to keep customers assured that this was the same great service with a new great look. The corporate brochure features all things that make Kuhl Insurance successful in protecting, advocating and serving their customers each and every day.
Business Collateral: Letterhead, envelopes, business cards, and internal documentation templates
Digital Assets: Branded PowerPoint templates, social media graphics, and email header designs
Brand Guidelines: A comprehensive guide covering logo usage, spacing, color ratios, and tone of voice
These three internal banners were created to be used inside the office and at different conferences and events. The three 6 ft banners use dynamic images to depict the attitude of Kuhl Insurance’s Commercial, Personal and Benefits customers.
The perKs program is a service Kuhl does for their commercial customers. This pamphlet explains to these customers all they need to know about the program and how to get started.
