THREE AGENCIES, ONE BRAND

Case Study: Cassel Insurance Family of Agencies Brand Identity & Website Design — Three Sites, One Cohesive Family

The Challenge

The Cassel family of insurance agencies had been operating for decades across three Southwest Ohio locations — Cassel Insurance in Brookville, Nestor Insurance in Miamisburg, and Coblentz Agency in New Madison. Each location had its own identity, but no cohesive brand connecting them. The Cassel website had not been updated in fifteen years. Nestor and Coblentz had no web presence at all.

Beyond the web gap, there was a brand gap. If a client visited one agency and then another, there was no visual or messaging thread making them feel like family. The agencies needed a unified identity and three distinct sites that could speak to their different communities — Cassel's tight-knit small town, Nestor's professional market, and Coblentz's deeply rural customer base.

The Solution

Spark Space Creative led both the brand and web work. We began by creating new logos for Nestor and Coblentz, designed to complement the existing Cassel identity and create a cohesive family of brands across all three agencies.

From there, we designed and built the Nestor Insurance site first — establishing the design system, content structure, and functionality that would carry across all three sites. We then adapted that foundation for Cassel and Coblentz, tailoring content, photography, and service offerings to reflect each location's distinct audience. A rural farming community and a suburban professional market need to feel different even when they share a brand.

Each site launched with a full suite of features: service-specific FAQ sections designed to reduce routine phone calls, integrated quote request forms, client center functionality, team pages, and mobile-optimized design. The FAQ sections were a Spark Space recommendation — and they are working.

Throughout the project, content was collected through a shared Google Drive system, keeping all three teams organized and accountable across a complex, multi-stakeholder build.

The Results

The most significant result of this project is not measured in traffic — it is visible the moment you visit any of the three sites. For the first time, the Cassel family of agencies looks like a family. A cohesive brand identity, consistent design language, and tailored content for each community — suburban Brookville, professional Miamisburg, and the small, tight-knit farming community of New Madison — all connected by a shared visual system that signals trust and credibility before a visitor reads a single word.

For agencies where most business comes from referrals and long-standing relationships, a website's job is not to drive cold traffic. It is to make a great first impression when someone looks you up. These sites do that.

The numbers are moving in the right direction. Since launching in summer 2025, the Cassel site alone has recorded 1,524 visits and 2,600 pageviews, with monthly traffic nearly doubling between launch and February 2026 and still climbing. Every metric — visits, unique visitors, pageviews — is up 100% year over year.

The client said it best: "Just checked the website this morning and it looks amazing. Thanks for all the work on our websites. They turned out great."