INpower Global's Rebrand: Strategy, Storytelling, and SEvO

When the Brand No Longer Fits the Business

When a company decides to change its name, it's rarely just about the name. It's about direction, identity, and the message you send to the world. That was the case for INpower Global Insurance Services (INpower), a firm with deep roots in commercial insurance and a vision for broader impact. Formerly known as Commercial Global Insurance Services (CGIS), the team recognized it was time to evolve their brand to better reflect who they are and who they serve.

They came to Mazloy not just for a new website, but for strategic guidance through a full transformation. From renaming and messaging to visual identity and web strategy, INpower needed a partner to help align their internal values with a public-facing brand. Above all, they needed clarity - a foundation that would unite their team and support confident growth.

Our work together began with conversation, not code. Through collaborative exercises and branding workshops, we helped uncover the story behind their services and define a voice that felt uniquely theirs. What followed was a complete digital relaunch, giving the team the tools to grow with purpose and show up powerfully online.

Problem: Outgrowing the Old Identity

INpower approached us at a pivotal moment. Operating under the legacy name CGIS, their leadership team recognized that the brand no longer reflected who they had become or where they were headed. They weren't just looking to refresh visuals - they needed a full reset. Their name, message, and online presence needed to match a business that had evolved in scope, confidence, and capability.

Internally, the disconnect was growing. The team delivered high-value insurance solutions with boutique-level service, but the brand failed to communicate that. The name "Commercial Global" felt generic. Their digital presence lacked the clarity and credibility needed to reflect the caliber of their work. Despite a strong reputation, their brand story wasn't translating online.

At the same time, INpower was preparing to scale and attract more international clients. That meant the brand had to stand out in a competitive global market - without losing the trust and personal care their existing clients valued. The leadership team understood the brand was more than a name; it was a signal to current and future clients about the kind of firm they are and the experience they deliver.

While functional, their website lacked structure and storytelling. It didn't showcase their team's deep expertise or clearly explain their services. Internal teams lacked a brand framework, which made marketing materials and client communications inconsistent and inefficient.

What INpower needed was alignment - a brand system that united departments, clarified messaging, and provided a scalable digital foundation. And they needed a partner who could help them get there strategically and collaboratively.

That's where Mazloy stepped in.

Solution: Naming, Branding, and Digital Execution Done Right

We started with alignment, not assets. Before discussing website features or naming options, we led the leadership team through a messaging workshop. This helped define who they serve, what sets them apart, and how clients should feel when working with them. The goal was clarity - building a shared understanding around mission, values, and voice.

From that foundation, we moved into brand exploration. Through structured naming exercises, the team considered a wide range of options - from traditional to bold. After careful discussion, they selected the name INpower, a word that captured their commitment to empowering clients through expertise, insight, and integrity.

With the name in place, we created visual brand guidelines to ensure consistency moving forward. This included logo usage, typography, color systems, and tone of voice - providing a toolkit the team could apply across marketing, communications, and operations.

Next came the website. We built a modern, scalable site that reflects INpower's professionalism and global capabilities. It offers immediate clarity around who they serve and how they operate. Our Search Everywhere Optimization (SEvO) approach ensured visibility not just in search engines, but also across AI-driven platforms, voice assistants, and chatbot tools.

Every decision - from messaging hierarchy to image selection - was made in collaboration with INpower's team. We also built a flexible backend system, making it easy for their staff to manage updates without third-party support.

In the end, the solution wasn't just a rebrand or a website - it was a strategic reset. INpower emerged with a clear identity, a unified voice, and a digital foundation built for long-term success.

Success: A Confident Brand, Ready for What's Next

Since the rebrand, INpower has operated with greater consistency and clarity across every touchpoint. Internally, the team now shares a unified language that supports faster decisions and more effective collaboration. Marketing materials, presentations, and client outreach reflect a consistent and polished brand - eliminating confusion and elevating credibility.

The new name, INpower, has given the team a stronger sense of purpose. It communicates their value instantly, eliminating the need to explain or clarify. Instead of acting as a limitation, the brand now opens doors and sets the tone in new conversations.

The redesigned website acts as both a sales enablement tool and a trust-builder. Prospects can understand the firm's capabilities without needing a call. The site performs smoothly across devices, is optimized for both search and AI, and delivers a seamless experience that supports global growth.

Operationally, the impact has been clear. Sales and support teams field fewer repetitive questions, thanks to improved self-service resources. Inquiries are more qualified, and the site has helped improve engagement with partners and distributors. Digital visibility has grown significantly - especially in AI-powered search environments where clarity and structure matter most.

More than metrics, the greatest success has been cultural. The rebrand gave INpower a shared identity and a renewed sense of momentum. The entire team now presents the business with clarity and confidence, ready to grow into their next chapter with a brand that reflects who they truly are.

What INpower's Journey Proves

Rebranding isn't just a cosmetic upgrade - it's a strategic move that can transform how a business is perceived and how it operates. For INpower, the shift from CGIS to a bold, unified brand wasn't about trendiness. It was about embracing who they've become and making it easier for others to see their value.

With the right name, message, and digital presence, INpower now leads with clarity. Their team is aligned, their communications are consistent, and their brand is positioned for growth in a changing industry. Most importantly, they believe in the brand - and that belief is contagious.

At Mazloy, we build brands that work hard for the companies behind them. INpower's success is proof that when strategy and execution align, the results go far beyond design. They drive focus, unlock momentum, and lay the groundwork for long-term growth.

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