Providing insurance for the entertainment industry and beyond
Backstory
Taylor is a long-trusted insurance company in New York City, with offices in Georgia and California. They cater to the entertainment industry. Filmmakers, Writers, Photographers, all the unconventional creative people who – (I’m going out on a limb here) – may find themselves in odder insurance situations than most. Taylor’s seen-everything-before calm keeps clients coming back year after year. They are a full-service broker so even if you aren’t blowing up cars on a movie set you can get health insurance.
What could go wrong?
The entertainment industry’s focus wasn’t prominent in their old design. Examples they liked of competitor’s websites were fairly conservative. We produced a couple of solid, classy, business-like designs with nifty film-strip-inspired navigation and clean airy white backgrounds – pretty typical for the time. They had all but signed off on one design when the owner of the company finally weighed in. He wanted more “wow.” Could we do a black background?
More “wow” is my favorite meaningless feedback, but we decided to embrace it. We started over with big visuals, super focused on the entertainment industry, black background. The owner was happy and it definitely speaks to the audience that they target. We set up forms to automate the application process and filing claims. This really helped get them clients and process claims more quickly. The site has remained unchanged for years owing to the longevity of the design.
Notes to self
Even if you have one point of contact it’s good to know who’s ultimately making the decisions and make sure they are in the proverbial room. Don’t be precious about your design, sometimes you just don’t have the full picture.