G2 Insurance / Brand Identity & Website

G2 Insurance Services launched with an ambitious goal: to disrupt the status quo and reinvent the insurance industry. We developed an identity that employed dynamic palettes, bold visuals, and a cutting-edge user experience to create a striking and modern feel. We built G2’s brand from the ground up: logo, stationery, website, office signage, advertising, and a letter signed by President Obama (later confiscated by his secret service).


Matthew and Jason Goldman, grandsons of the late Richard Goldman, teamed up with their grandfather’s business partner Larry Colton to reimagine the Goldman insurance firm. To celebrate this unique and rich history, we used dynamic typography and a multi-layered interface to create a unique and intuitive user navigation experience.

Looking to disrupt the status quo, the G2 brand pairs a striking and contemporary color palette with textured photography and a bold, simple, and iconic logo. These elements allow for flexibility and expansion for this rapidly evolving company. Elegantly functional stationery accentuates the client’s refined aesthetic.

Logo and stationery system

A bright orange reception wall warmly greets visitors to the G2 office and proudly expresses the traditional values of this bold, forward-looking insurance firm.

Reception signage

We created a marketing collateral kit with a tactile, soft-touch brochure containing the company history and overview, and a system of inserts describing strategic partners and services offered—all housed in a sophisticated black folder with a clear gloss logo. The combination of materials and high-quality print details provides an elegant and customizable set of collateral for use with each potential new client.

Marketing collateral system exterior with spot UV gloss varnish

Marketing collateral system interior with inserts

Additional Work