How BriteBee’s unique approach helped ARM Mid-America revamp their visual brand


A fast-growing, member-owned insurance agency network that helps make independent agencies more successful. ARM Mid-America gives members access to new markets, increased revenue share, and unparalleled training and support.

The challenge

A pressing need for new branding and messaging with limited in-house resources

For an agency network growing as rapidly as ARM Mid-America, a compelling and consistent brand is critical. “We wanted to present ourselves in a new way,” says President Kelly McLemore. “It was really important before we did any other marketing that we have a better representation of who we were. Something that really sells to members. Something that our existing members and shareholders can be proud of, too.” 

Yet, McLemore lacked the time and internal resources to complete a total overhaul, from visual branding and messaging to creating a new website, on her own. Having worked with marketing agencies before, she needed to find a more efficient team this time around—self-starters with experience in the insurance industry and capable of guiding the project to success with very little hand-holding.

The Solution

In it together: a collaborative and efficient approach to building a modern brand

To build a new brand and revamp the ARM Mid-America website, the BriteBee team started at the foundation. “They came up with a whole new kind of theme around our brand,” says McLemore. “A new tagline and logo. Brighter, more modern visual branding. It was a complete rebuild, and they knew exactly what questions to ask, and what would be relevant in the insurance industry.”

How Did We Do It?

Brand Messaging Playbook

  • Conducted collaborative discovery calls to understand brand personality, competitive advantages, and audience
  • Built new visual brand including mood board, color schemes, approved fonts, and logo treatments
  • Created official brand playbook including positioning statement, brand promise, style, tone, and visual guidelines to inform all public-facing content

New Website & Messaging

  • Rebuilt website including new domain, hosting, site structure, SEO, and content migration
  • Wrote new site messaging and tagline centered around new brand themes and positioning

Video Testimonials

  • Dispatched videographer to single-day shareholder meeting to capture video testimonials from attending agents
  • Captured 8 hours of video, 6 video testimonials, and 450+ photos, alongside running a live stream of the event, as well as unveiling the new branding and website

Hear from
ARM Mid-america team

“This is a team of experienced people that do an outstanding job for an exceptional price! I was incredibly surprised at BriteBee's ability to concisely and efficiently extract elements necessary to put together very effective and relevant pieces for us. It was always seamless due to BriteBee's understanding of the industry and understanding what we were trying to accomplish.”

– Kelly McLemore, President at ARM Mid-Americace

The results

On time, on budget, and incredibly potent: “a very smooth process”



Having worked with marketing teams in the past, McLemore and the ARM Mid-America team knew they needed someone capable of taking what they had to craft a better message and brand for sales and recruiting. “They all understand what their role is,” says McLemore. “They work very well together and keep everybody informed. I felt like the communication flow was good. I didn’t have to say a word, ask if so-and-so did this or that. It really helped to keep the process very smooth.”

in conclusion

Establishing a new visual brand, website, and testimonial library has laid the groundwork for future growth. “We are integrating with another large network. Consistency in visual branding and messaging is essential to showing those agencies the difference between us and what they currently have.”

ARM Mid-America evolved their creativity, taking their brand to the next level. Will you be next?

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