CORPORATE CORPORATE
Modern ID 598 Broad New York, 212 219 24 212 219 25
DENTITY dway 10B , NY 10012 411 528
Crawford & Company Advertising Collateral Identity Publications Signage Motion Graphics
As the world’s largest independent insurance claims administrator, with ten business lines and operations in 65 countries, CRAWFORD & COMPANY needed to codify its vast, global portfolio of services. Clients and investors were unable to understand the relationship of the business lines to each other, and, more importantly, how the company could support clients across a broad spectrum of specialized needs. Partnering with Constellation NY, we helped realize a new organizing principle and data rebus called THE CRAWFORD SYSTEM OF CLAIMS SOLUTIONS, which arranged Crawford’s multifaceted network of companies into a cohesive, easily understood visual paradigm. Starting with a service need or geographic location, the customer could now, within 3 clicks, locate the appropriate business line and contact information. We launched The System as an interactive campaign, encompassing web, digital, and print media as well as live events. Initially presented as a touch-screen presentation, the visuals demonstrate the fact that under The System, clients can access every part of Crawford’s large, complex network through a simple, 3-step navigation process driven by their particular needs. Brochures we created for select business lines presented each company’s unique value proposition under The System’s brand identity.
CONSULTING
CLAIM SERVICES
BUSINESS PROCESS OUTSOURCING
Guardian Insurance Advertising Collateral Publications Signage Motion Graphics
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A Message From President and CEO Dennis J. Manning Big on Small Business: Providing a Platform for Market Leadership Multiplying His Success: New York RHB’s Russ Carpentieri Spins His Expertise with Small Business Owners into Sales Gold Making Their Business Ours: A Snapshot of Small Business Owners A Revolutionary Breakthrough: The Living Balance Sheet’s Retirement Module Setting the Standard for Success: Group’s Leadership Position with Small Business Owners Helps Fuel Our Growth The Impact of One: Financial Representative Bill Gorman Builds the Company Through Agent Referrals Piloting Change: Thinking Differently Plays A Key Role in Guardian’s Small Business Strategy
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INSIDE SUMMER 2005 SCENE 2 4
A MESSAGE FROM PRESIDENT & CEO
Guardian Gold Minds
BUILDING A BETTER FUTURE: Group Profit Center
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LIFETIME ACHIEVEMENT AWARD WINNER:
Joe Milana, Jr.
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VIEWPOINT: An Interview with Bob Broatch
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CHAMPIONS OF CHANGE: Guardian Launches
New Whole Life and Variable Annuity Products
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REACHING NEW AUDIENCES: Guardian in
RECOGNIZING SALES EXCELLENCE: IM Holds
BEST OF THE BEST: President's Council
Annual Leaders Club Conference
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A MESSAGE FROM PRESIDENT & CEO
JUSTIN BENNETT RECEIVES
DENNIS J. MANNING
NEW AGENT OF THE YEAR AWARD
COMBINING ASSETS, INVESTING FOR THE FUTURE:
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RS Investments
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MAKING WELL-CALCULATED DECISIONS:
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A MILESTONE OF SUCCESS: Guardian and Berkshire
The Living Balance Sheet
Celebrate Five Years of Innovation, Execution, and Profitable Growth
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VIEWPOINT: An Interview with Don Sullivan
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RECOGNIZING FIELD EXCELLENCE:
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FROM GUARDIAN TO GUARDING LIVES:
2006 Leaders Club
Godwin Barley Makes Helping Others His Top Priority
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A MESSAGE FROM PRESIDENT & CEO
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DENNIS J. MANNING: Building the Future CASEBOOK: Anne Groth PROVIDING AN EXTRA EDGE: Guardian’s New Multi-Life Product VIEWPOINT: An Interview with Dave Allen
Performance Management Update Business Continuity at Guardian Kudos
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CHAMPIONS OF CHANGE: New Dental Offerings
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CASEBOOK: Financial Representatives Reap Rewards from Girls Going Places Program
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SCENE - Winter 2004 - 3
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A MESSAGE FROM PRESIDENT & CEO
Horizon 2010: Launching Equity's Future
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DENNIS J. MANNING
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INSIDE WINTER 2006 SCENE
PUTTING POLICYHOLDERS FIRST: Guardian's Mutuality
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A MESSAGE FROM PRESIDENT & CEO
Employees Enriching Lives Kudos
CHAMPIONS OF CHANGE: Small Group Sales
A LEGACY OF EXCELLENCE: Arthur V. Ferrara
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VIEWPOINT: An Interview with Howell Palmer
CHAMPIONS OF CHANGE: Group Profit Center
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BUILDING THE FUTURE: A Snapshot of the
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A LIVING LEGEND: Edward K. Kane
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NEW AND IMPROVED: Group Pensions Enjoys
RECRUITING WITH CONFIDENCE: Guardian's
Seattle Agency Experiences Impressive Growth
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VIEWPOINT: An Interview with Joan Bancroft
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EMPLOYEES ENRICHING LIVES: Guardian
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CASEBOOK: Mid-Central Agency Honored with
Office Expansion
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Launches New Customer Interface System
A MESSAGE FROM PRESIDENT & CEO DENNIS MANNING: Building Momentum CASEBOOK: Dallas-South Texas VIEWPOINT: An Interview With Rich White CHAMPIONS OF CHANGE: Group’s New Medical Product GREAT EXPECTATIONS: Coral Gables and Mid-America LIFETIME ACHIEVEMENT WINNER: Willy Silber
DENNIS J. MANNING: Focus on Growth 2005 President's Cup
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2005 GA Conference
Profitable Growth
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A MESSAGE FROM PRESIDENT & CEO
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DENNIS J. MANNING
Home Office Financial Representative
TAKING US FORWARD: Horizon 2010
Recruiting Program
VIEWPOINT: An Interview with Joe Caruso
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ENRICHING LIVES: A Look at Guardian Employees Living Our Horizon Values
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CHAMPIONS OF CHANGE: Group Dental's
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GREAT EXPECTATIONS: Individual Markets
Strategy for Maintaining Its Leadership Position in the Marketplace Launches The Living Balance Sheet
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A MESSAGE FROM PRESIDENT AND CEO DENNIS J. MANNING LUCKY NUMBER 13: New York RHB Wins Prestigious President's Cup BUILDING BETTER TOMORROWS: Guardian's Commitment to Community Involvement MORE THAN JUST MATH: The Living Balance Sheet EARNING RAVE REVIEWS: A Look at How Guardian Associates Are Enriching Lives VIEWPOINT: An Interview with Mani Govil A HISTORY OF EXCELLENCE ... A FUTURE OF POSSIBILITIES: A Snapshot of the 2007 General Agents Conference TAKING A CAREER AT GUARDIAN TO NEW HEIGHTS: Inaugural Women's Leadership Summit
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GETTING OFF TO A QUICK START WITH RECRUITING
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A MESSAGE FROM PRESIDENT & CEO
BUILDING SUCCESS WITH THE LIVING
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A VICTORY WELL EARNED: GUARDIAN'S
DENNIS J. MANNING NORTH/CENTRAL FLORIDA AGENCY HONORED WITH PRESTIGIOUS PRESIDENT'S CUP
FOCUSED ON WINNING: GUARDIAN'S GROUP PROFIT CENTER HOLDS ANNUAL SALES CONFERENCE
SUCCESS KNOWS NO BOUNDARIES: TEXAS/OKLAHOMA RGO WINS TOP GROUP HONORS
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VIEWPOINT: AN INTERVIEW WITH
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ALL ABOUT PROFITABLE GROWTH: A LOOK
QUINCY M. CRAWFORD
AT GUARDIAN'S 2006 GENERAL AGENTS CONFERENCE
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PLUS: Guardian Gold Minds Update The New Corporate Website Girls Going Places Kudos
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Associates Extend a Helping Hand to Colleagues Affected By Hurricane Katrina
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the News
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Guardian Acquires a Majority Interest in
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DENNIS J. MANNING
Holds Annual Sales Conference
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BALANCE SHEET RECOGNIZING EXCELLENCE AT THE 2006 PRESIDENT'S COUNCIL KUDOS
CASEBOOK
Dallas-South Texas: Vertical LEAP
We often hear it’s not whether you win or lose, but instead how you play the game. But sometimes, as in the case of the Dallas-South Texas agency, HOW you play IS the way you win. Scene spoke to co-GAs Erik Liljenwall and Joe Kane about how they’ve made their mark in the Guardian agency system using the LEAP process as a culture, a philosophy, and a roadmap for success. Led by Erik for 10 years, along with Co-General Agent Joe Kane for nine, Dallas-South Texas has both grown and succeeded significantly under their guidance. With over $4 million in Full-Year Commissions during 2003, the agency was ranked 14th overall in the company. This year they’re on track for another strong finish, boosted by an increase in both Disability and Equity products. There are many reasons for the sustained growth the agency has enjoyed, not the least of which is the relationship between its leaders. The Essence of Partnership
Members of the agency’s Dallas office
SCENE - Summer 2004 - 4
As much as anyone might claim otherwise, no one can predict the future, especially not in the volatile financial services industry. Variables like inflation, interest rates, and tax rates usually change over time, making it a challenge to plan ahead. How then, are we supposed to help our customers build a secure future? For the Dallas-South Texas agency, also known as The Financial Process Group, it’s all in the system. “We believe that financial planning is much more of a process over a 30- or 40year period than a ‘let’s plan for the next few years’ approach,” says General Agent Erik Liljenwall. That is why LEAP is at the core of the agency’s culture, and why, since its early days, that process has served as the agency’s standard for measuring their growth and success.
Like two perfectly synchronized pieces of a watch, Erik and Joe represent the best of what partnerships have to offer. Outside observers sometimes see them as complementary opposites. According to Financial Representative Jim Hogan, while Erik is more of the macro manager, dealing with marketing and management of the overall picture, Joe is very technical, involved in the training and day-to-day operations. Jim says, “They’re the same, but they’re opposite … they’re a good combination.” Financial Representative Carlos Veytia agrees, describing Erik’s knack for helping him get even the most difficult requests or problems solved. “I don’t know how he does it, but he does it very well.” Carlos describes Joe, whom he met in 1988 and was so impressed with that he joined the firm, as “the calm touch.” Recruiting for the Future
Emily Edgar, the agency’s Recruiting Director for the Austin and Dallas offices,
joined the firm and the industry at the beginning of 2004. Pointing out those things that attracted her to the agency and the business, she describes the people she works with as having a passion for what they do, and the agency leaders as having boundless energy and commitment. As Emily sees it, “With the Financial Process Group, we have the best of both worlds. We have the Guardian … but we also have a small company feel.” She adds, “It’s a familytype organization.” That family is growing. In the process of selecting what they call middle management or junior partners, Erik and Joe are trying to expand the value they can add on the management side. What’s more, they hope to grow the number of Financial Representatives from the current 50 to 100 or even 150, hiring both experienced professionals as well as less experienced people who are in transition or who the pair simply know and believe to be good candidates. Erik and Joe are committed to recruiting and hiring quality individuals who will keep the agency on a growth track for years to come. LEAP at the Core
As the agency grows, its commitment to the LEAP process will continue to play a vital role in its sustained growth. LEAP provides a clear path with proven results for new recruits to follow. According to 12year veteran Rodney Stockton, “A lot of us were left on our own when we started out in this business.” LEAP, however, provided a place to start and a process to follow that, he says, “gets new people started off on the right foot.” Rodney is just one of the many agency members to experience an improvement in production as a direct result of the LEAP system and its role in helping Financial Representatives serve as trusted professionals providing clients with the full range of financial solutions. Jim Christiansen is another. In the business for 25 years, he made the move to Guardian a few years ago in search of a LEAP-friendly and LEAP-supportive environment. “The biggest part of my career right now is having the LEAP system,” he says. Jim’s move here also played a part in convincing Mike Berry to join Guardian, even after he had started working for a competitor. He decided to take a look to see why Jim was willing to make a change. “He showed me the LEAP process,” says Mike, “I came over and interviewed … and that day I decided this was the place I wanted to be.” Joe Kane believes that from the agent’s perspective, there are two reasons why LEAP has had such a significant impact. Not only does it provide Financial Representatives with a way to differentiate themselves in the marketplace, but it also
helps create truly solid relationships with clients. LEAP, he believes, helps agents distance themselves from opinion, allowing clients to discover for themselves what’s best for them. The agent becomes the empowering force that enables them to do that. “The relationship that develops between the client and the producer is a very, very strong bond that continues for years,” according to Joe.
Members of the agency’s Austin office
Planning by Process … for the Future
It appears that the agents and people of Dallas-South Texas have also discovered what’s best for them. Much of that is thanks to Erik and Joe who enable their agency to thrive and succeed through their commitment to planning by process. What is their long-term vision? Erik says it’s to “remain one of the top agencies in the country, to do it profitably, and to have our associates build a practice they can feel proud of.” Last but not least, he adds, “and have a great time as well.” With LEAP at the heart of their business, it’s readily apparent they’re in the process of making all those things happen.
SCENE - Summer 2004 - 5
Ener1 Advertising Branding Collateral Identity Publications Signage Motion Graphics Exhibits
A pioneer in the development of alternative energy solutions, ENERDEL and parent company ENER1 needed a clear identity with which to engage the media and investors. ENER1 invited Modern IDENTITY to establish a brand and strategy that would communicate the vast breadth of their technology while strengthening ENER1’s increasing public presence as the first US-based manufacturer of lithium-ion car battery systems. We immersed ourselves in the culture of ENER1 and ENERDEL and discovered the distinct personalities of each: while both entities enjoy a common spirit of curiosity, invention, and optimism, the parent company expresses itself more conservatively, the subsidiary more playfully. The unique profiles we developed with our client inspired the subsequent design. Although ENER1 can be considered a “green” company, we deliberately avoided the standard colors associated with the movement. We instead chose a stark palette that would project a clear and direct image for the brand and focus on its revolutionary technology. The logo draws on some crucial characteristics of ENER1’s array of products and systems, which take root in the design of their batteries. The three “blades” of the logo evoke the prismatic shape of the battery cells innovated by ENERDEL. The suspension of each blade over the next represents the unique stacking architecture that enables ENERDEL’s customization of products to their clients’ needs