Futurebrand sentry hero

Sentry

Modernising a seasoned business insurer

Over its more than 100-year history, Sentry had grown from a small organisation into one of the largest mutual insurance companies in the nation. In 2012, Sentry had a unique opportunity: rebrand the organisation to clarify their position as a true business-to-business insurer. Despite having such a strong reputation among their own policyholders, their brand didn’t resonate with a wider audience. Sentry’s look and feel seemed somewhat out of step with the times, and out of line with their real character. The company needed a new, compelling story that could help communicate who they truly were, while also differentiating them in the marketplace and driving new business.


Since 1963, Sentry had been promoting values like strength, protection, and vigilance—portraying themselves as a steady and sturdy industry authority. However, we believed that it was an inner resolve that made Sentry unique—their expert knowledge, unparalleled service, and ultimately, the long-lasting partnerships they cultivate with their customers. Sentry’s modernised brand expression elevates dialogue over monologue and champions collaboration and conversation. By celebrating a more human approach to insurance, Sentry can stand further out from the competition and connect more with new and current customers. Our work enabled Sentry to convey its new brand across new channels, including its first advertising campaign in over three decades. FutureBrand’s reimaged logo redesign earned us a 2017 Graphis Award, 2017 Transform Award, and REBRAND 100 awards.

Sentry phones 6
Sentry mugs 7
Sentry mags 5
Sentry sign 9

“And from the moment we began working with FutureBrand, we knew they were a group that would not only listen to our concerns but also create a dialogue by challenging our thinking. That chemistry, trust, and teamwork were there from the get-go—and it continued every step of the way. Rebranding our business was a major undertaking, and FutureBrand proved themselves to be a true partner throughout a very important and delicate process.”

Stephanie Smith, Vice President, Marketing & Brand Communications
Sentry Desktop 8
Sentry book 4
Sentry banners 11
Sentry log 3
Sentry exercisebooks 2
Sentry foyer 10

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