The Horton Group

Inspired by People. Growing What’s Good.

Transactional and technical. That’s how many would describe their insurance broker experience. However, The Horton Group is different. For more than 40 years, this family-founded, employee-owned brokerage has remained committed to bringing unconventional compassion and solutions to coverage by building genuine relationships.

Our opportunity? Refresh the brand to better reflect how Horton puts humans at the heart of every decision.

First, we spoke with both employees and clients to untangle the nuances of how relationships lead to more fulfilling, long-term growth for all. Along with this qualitative research, we studied the competitive landscape to find an equally unique, energized, confident and real place for Horton to live. Today, modernized with a new messaging framework, logomark, icon, color palette, photography style and more, the Horton brand is poised to “grow what’s good” for the next 40+ years.


  • Brand positioning & strategy
  • Audience research & profiles
  • Marketing audit & analysis
  • Brand personality
  • Messaging framework
  • Brand refresh
  • Identity & brand guidelines

Ready to take a calculated risk?

Get in touch.
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