The insurance industry has a reputation for being cold, clinical, and uncaring. But thinktum — providing tools and experiences that are powered by AI but focused on humans — has a different way of doing business. Their work balances technical innovation with a different approach to their industry peers: putting people first.
The Challenge
thinktum came to Major Tom with a need for new branding. Before launching a fresh suite of AI-driven tools, they had to better articulate both their vision and unique offering to the world. That would take clear messaging, a focused brand strategy, and a new identity that stood out from their competition — all to make the complexities of insurance-industry AI feel simple, warm, and human.
The Strategy
thinktum offered a niche set of extremely technical products in an industry full of its own jargon and a host of unique audiences. In short, they were a lot like the other B2B technology brands for which Major Tom has built brand identities, websites, and campaigns. We knew we’d never match our clients’ expertise, but we set out to learn as much as we could.
After in-depth research and interviews, Major Tom held a strategy workshop with the thinktum team. This helped determine the critical parts of their brand, what they hoped to achieve, and to ensure their new identity reflected how their audiences saw them. We came out of the process with new brand foundations — and a tight brief to develop their visual identity.
The Results
thinktum emerged with a warm, vibrant, and human-focused brand identity that combined their digital-forward mission with their vision of a world working in harmony with AI.
In addition to their new visual direction and guidelines, thinktum poised a powerful combination to inspire the people around them and help them reach their goals. These are defined as:
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VALUES TO CLEARLY COMMUNICATE WHAT DRIVES THEIR WORK
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CORE STATEMENTS ENCOMPASSING THEIR VISION, PURPOSE, AND MISSION AS A BRAND
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SIMPLE MESSAGING FRAMEWORK TO CLARIFY AND HUMANIZE DEEPLY TECHNICAL CONVERSATIONS
The Major Tom team were a joy to interact with, made sure everything happened on schedule, and provided a beautiful new brand and website we were thrilled to show the world.
Mariane Lefebvre, thinktum
Marketing Director
They were pivotal in achieving our vision of a mobile-first, user-friendly, structurally sound, bilingual, and scalable site.
Jeanette LeBlanc, The Little Potato Company
Digital Content Manager
There are limited fears when working with Major Tom because of their high degree of expertise in the digital space.
Lindsay Collins, Seneca
Associate Director, Marketing
Ready to inspire your audience with an instantly impactful brand identity?
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