INDUSTRY:
SPECIALTY INSURANCE
CLIENT:
INTACT INSURANCE
YEAR:
2018-PRESENT
EXPERIENCE:
ART DIRECTION // STRATEGY
Intact Insurance Specialty Solutions
7 years at Intact.
As the current Art Director at Intact Insurance Specialty Solutions, part of Intact Insurance (Canada’s largest personal lines insurance company), I lead the development and evolution of the parent brand for the Specialty insurance market. Working with a tight-knit team of two designers and supporting a broader Marketing team of 10+ specialists, I provide creative leadership, brand direction, and marketing strategy — reporting directly to the Vice President of Global Specialty Lines, Marketing & Communications.
Together, my team and I build campaigns and materials for 11+ business units, 10 service departments, and 3 Managing General Agents (MGAs) across North America, while also collaborating with our European division, RSA, with a combined global reach of 70%.
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Brand Direction.
I currently lead the visual development of the Specialty brand for North America, shaping how we communicate our unique value across diverse industries — from Entertainment to Life Sciences to Surety Bonds.
The challenge: positioning ourselves as the go-to experts in fields that require highly specialized risk management solutions.
To meet this, my team and I created the “Tailored for You” brand positioning campaign, which evolved into a more refined message: “No matter your specialty, we’ve made it ours.”
Given the highly niche nature of our target market, our strongest differentiator is the expertise of our Underwriters and Specialty team members. To capitalize on this, we crafted a direct, relationship-driven approach with a call to action: “Meet Your Specialist.”
By encouraging immediate connection with our experts, we not only humanize the brand but also fast-track the trust-building process — a critical move in specialty insurance markets where relationships drive decisions.
Recent campaign achievements for 2025 Q1 — 2x click-through rate vs benchmark KPIs.
Product Campaign.
I aided in the strategy and development of a marketing campaign for the relaunch of our online transactional platform, BondClick.
BondClick is an online transactional bond binding platform which differs greatly from Intact's day-to-day sales approach. Rather relying on underwriter broker to relationships to finialize projects, this platform becomes a management and transactional tool to streamline the process and allow for greater volume.
We focused on the benefits of speed and convenience and a one-stop-shop for bond management. Resulting in a 68% increase in new accounts, 148% more bonds secured, and a 91% YoY increase in total premiums written (Q1).
Talent Acquisition.
I led the visual direction and user experience overhaul for our Careers website and social recruiting assets, bringing a much-needed refresh that aligned our talent acquisition efforts with the broader Specialty brand.
The nuance: while our customer-facing brand focuses on expert solutions, our talent-facing brand needed to speak directly to top candidates — emphasizing work-life balance, career growth opportunities, and a team-first culture.
Through thoughtful UX design, refreshed visuals, and targeted social content, we repositioned the Careers brand to reflect not just what we do, but who we are — a company where people can thrive, collaborate, and build lasting careers.
Team philosophy.
To foster a more efficient, empowered, and stakeholder-focused creative team, I developed a Team Philosophy Framework that serves as our guiding principle for daily collaboration and long-term success.
At the core: Collaboration as our cornerstone.
As creative torchbearers, we lead our colleagues to success through dynamic problem-solving, resourceful thinking, and shared ownership of our goals. Our diverse expertise enables us to elevate, educate, create, and execute with precision and purpose.
We use data-driven insights to optimize our work, but ultimately, we measure our success by the strength of our relationships — both within the team and across the organization.
This philosophy ensures that innovation, excellence, and partnership are at the heart of every solution we deliver.
Sub-branding.
In addition to stewarding Intact’s Specialty brand, I lead the creative direction for several of our MGA sub-brands, including Dewar, Striior, and IB+M (International Bond and Marine), among others.
While these brands operate on a smaller scale compared to our parent company, they bring big ambitions and bold goals, requiring tailored strategies that balance their distinct identities with the overarching Intact missions.
Recently, I had the opportunity to work closely with IB+M, guiding their brand positioning, storytelling, and visual identity refresh. While it’s still early for measurable market data, the internal and early external reception has been extremely positive, signaling strong alignment between brand aspiration and audience perception.
Working with sub-brands allows me to apply a custom branding approach, ensuring each has the creative tools to stand out, scale, and strengthen their presence within their respective specialty market.
