W.R. Berkley Website Redesign
Modernizing a Legacy Brand Without Losing Its Authority
W.R. Berkley is a Fortune 500 insurance company with more than 60 operating units across commercial and high-net-worth insurance. As the organization expanded, its corporate brand and digital experience no longer reflected the scale, innovation, or leadership of the business. The project focused on modernizing Berkley’s 50-year-old brand presence and rebuilding its corporate website as a clearer, more cohesive entry point into the wider Berkley ecosystem.
Client
W.R Berkley
Services
- UX Design
- UI Design
- Design Leadership
Industries
- Insurance
Date
The Challenge
The Challenge
The existing website struggled to communicate Berkley’s breadth and credibility. Navigation was fragmented, the locator tool often returned irrelevant or outdated results, and the homepage hero did little to support the site’s primary audiences. At the same time, the company needed a more consistent digital foundation that could support dozens of operating units without weakening the parent brand.
The Project
Project
The project spanned visual and interaction design, prototyping, brand guideline development, and the creation of a digital design system, with UX support integrated throughout. Key areas of work included the Locator Tool, homepage hero, global navigation, page templates, and illustration system.
Simplifying the Path Through a Complex Ecosystem
Experience Strategy
We redesigned Berkley’s key discovery tools to help brokers and policyholders find relevant information and operating units with less effort. The Locator Tool was made more visible and organized around user intent, the homepage hero introduced audience-specific pathways without slowing the page, and the global navigation was rebuilt with clearer hierarchy, a desktop mega menu, and mobile flyouts. Together, these improvements transformed a fragmented experience into a more intuitive journey through Berkley’s broad range of products, industries, and businesses.
Objective
An Integrated Brand and Product Approach
Rather than treating the website as a standalone redesign, we approached the work as a broader brand transformation. We reviewed Berkley’s existing presence, identified inconsistencies, defined user needs, created wireframes, and developed a cohesive visual and interaction system.
The final direction aligned three connected experience pillars:
Together, these elements created a more coherent relationship between Berkley, its operating units, and its audiences.
The final direction aligned three connected experience pillars:
- Visual identity established a more modern and recognizable brand presence.
- Copywriting communicated expertise with greater clarity and confidence.
- Interaction design made complex information easier to navigate and act on.
Together, these elements created a more coherent relationship between Berkley, its operating units, and its audiences.
The Outcome
The redesigned experience repositioned W.R. Berkley as a more modern, confident, and digitally capable organization. The new locator, navigation, hero system, templates, and component library made the website easier to use while strengthening the relationship between the parent brand and its operating units.
More importantly, the project created a flexible digital foundation that could support Berkley’s continued growth without sacrificing clarity, cohesion, or brand authority.
More importantly, the project created a flexible digital foundation that could support Berkley’s continued growth without sacrificing clarity, cohesion, or brand authority.
