Pro-Demnity is Ontario’s dedicated professional liability insurer for architects, created to meet regulatory requirements and protect the profession with deep knowledge of architectural practice and risk.
With a new CEO came a mandate to modernize the brand and strengthen its relationship with architects after research revealed a clear perception gap: while the organization was valued for its expertise, many architects felt premiums were high and didn’t fully understand the support Pro-Demnity provided unless they had experienced a claims dispute. As practice risk continued to rise, architects needed more than coverage, they needed a partner who would stand with them. This led to a brand strategy that positioned Pro-Demnity as an ally committed to protecting and defending architects with legal strength, risk insight, and genuine empathy.
The creative system reinforced this idea through real project imagery, a protective shield motif drawn from the logo, alliance-driven language, and the introduction of “Risk Alliance,” a sub-brand focused on education. The brand launched with a new website, a brand film, an expanded case-study library, thought-leadership content, and comprehensive guidelines to ensure consistency across all touchpoints, ultimately driving significantly deeper engagement with Pro-Demnity’s expertise in risk management.
With a new CEO came a mandate to modernize the brand and strengthen its relationship with architects after research revealed a clear perception gap: while the organization was valued for its expertise, many architects felt premiums were high and didn’t fully understand the support Pro-Demnity provided unless they had experienced a claims dispute. As practice risk continued to rise, architects needed more than coverage, they needed a partner who would stand with them. This led to a brand strategy that positioned Pro-Demnity as an ally committed to protecting and defending architects with legal strength, risk insight, and genuine empathy.
The creative system reinforced this idea through real project imagery, a protective shield motif drawn from the logo, alliance-driven language, and the introduction of “Risk Alliance,” a sub-brand focused on education. The brand launched with a new website, a brand film, an expanded case-study library, thought-leadership content, and comprehensive guidelines to ensure consistency across all touchpoints, ultimately driving significantly deeper engagement with Pro-Demnity’s expertise in risk management.
Brand Launch Video
