Solution

Emotional connection

Because disability insurance is an inherently difficult subject, it was especially critical for Ceonex to plan for emotional response factors to connect with the target audiences on an emotional level. The selection of imagery was planned to drive home the importance of disability insurance by showing the relationships connected to each target audience, and the responsibilities that go along with those relationships. Photographs of family life, retirees, and business partners create an emotional link for each intended audience, and underline the need for insurance to protect families and businesses.

Human imagery was paired with that of nature, which provides a dual theme of healing and growth. Nature is also considered to be wholesome and clean, and is a soothing backdrop upon which to discuss an emotional issue.

The imagery was supported with a strong visual concept based on "windows into another world" which help draw the user into the content. Berkshire Life's logo itself can be interpreted as windows within a window, reflecting their multi-faceted organization and offering a "view" into Berkshire Life.

This visual concept can also be described as "looking into micro through the macro," demonstrated by a larger window showing many smaller windows with happy families and successful businesspeople. This establishes a site concept that goes visually from macro to mirco, from the main page to the main level pages to the sublevel pages.

The concept as a whole helps the target audience feel reassured while considering a difficult subject, see Berkshire Life as a caring and understanding company, and identify themselves as satisfied Berkshire Life customers.