Since its founding, Big Sky Benefit Solutions has built a reputation as a trusted partner in the insurance industry, serving individuals, small businesses, and large corporations nationwide. Focused on delivering customized insurance solutions, BSBS pairs a personable, service-oriented approach with a deep understanding of their clients’ needs. Their team’s commitment to clarity, accessibility, and excellence sets them apart, creating lasting relationships based on trust and reliability. By emphasizing their Montana roots and fun-loving spirit, BSBS fosters a welcoming, community-centered experience.
Brand Strategy
Brand Identity
Montana
Big Sky Benefit Solutions’ brand successfully reflects their friendly, service-oriented approach, positioning them to provide customized insurance solutions to individuals, small businesses, and large corporations.
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Insurance is often misunderstood, poorly communicated, and frankly—boring. BSBS’s previous brand did not capture the high level of service they provide and lacked clear messaging about their core values and offerings.
To clearly communicate BSBS's capabilities in managing insurance needs for both small and large clients while bringing their fun-loving, personable team spirit to the forefront, creating a brand that feels approachable and trustworthy.
We developed a brand positioning that balanced reliability with a personable touch, showcasing BSBS as both a trusted advisor and a friendly partner. For messaging, we emphasized accessibility, clarity, and trustworthiness—distilling insurance down to what matters most to clients, while incorporating BSBS’s Montana roots and community focus. Visually, we introduced elements that reflect their spirit through a mascot-inspired billy goat symbol evoking rugged determination and loyalty.
Hardy facilitated a multi-phase brand launch that considered everything from employee-owner training to the ‘why pay more’ signs. The first step was to train all leadership staff on the new strategy. By providing consistent language, their leadership team has the tools to communicate the brand to all employee-owners and customers, utilize it in hiring, and lean on it for business decisions. To support the high level of service T&C is known for, we created talking points, rack cards, and tools that empower employee-owners to answer questions customers may have.
The Bridger Brewing team wanted to be prepared to can and distribute its beer after opening its second location. AMS partnered with Bridger Brewing for packaging design concepts. The first step in the packaging process involved a strategy session in which the unique identity of each beer was explored and dissected. Several concepts were then sketched out. Once a concept was selected for each beer, custom illustrations were created for cans and boxes. The result is a full lineup of beers, each with its own design that is unique while still clearly a member of the Bridger Brewing brand.
The longest line you’ll see comes from a reel.
Big ideas are best discussed on the back of a pickup.
