MetzWood Insurance

Refreshed a century-old insurance brand and their website to build trust and improve conversion.

problem

MetzWood had been in business for over 100 years, but its brand and website no longer reflected the quality of the firm or the trust it had built in the community. The existing identity felt dated, and the website did little to inspire confidence or guide users toward action. The challenge was to modernize the brand without losing its local roots. MetzWood’s connection to Chatham, NY — and its iconic clock tower — had long been part of the company’s identity, so the redesign needed to preserve that history while presenting the firm as a more professional, reliable, and approachable insurance broker. The website also needed to address practical business problems, including high bounce rates, low conversion, weak hierarchy, and unclear user journeys.

solution

The solution combined a brand refresh with a full website redesign. On the brand side, we modernized the visual identity while keeping the Chatham clock tower as a recognizable part of the logo system, helping the new brand feel more credible without disconnecting it from the company’s history. We also developed a hand-lettered MetzWood Cares mark to support the firm’s charitable outreach and strengthen its community-facing presence. On the digital side, the website was rebuilt around three clear goals: make it easier for users to contact MetzWood and start a proposal, make insurance information easier to find, and better position the firm as convenient, professional, reliable, and friendly. The new site introduced clearer hierarchy, more direct pathways to action, and a more intuitive structure overall, creating a stronger foundation for both trust and conversion.