Brio Insurance
Giving a Manitoba insurance broker website new wings with online accessibility.
Location
Manitoba and Winnipeg, Canada
Brio Insurance is a Manitoba-based brokerage with branches spanning across the province. Built on decades of local relationships, Brio has earned a reputation as insurance experts who find the right coverage and rate for their clients while delivering on a commitment to accessibility and quality service.
With Manitoba’s new Accessible Information and Communication Standard now in effect, Brio needed a new website to meet the province’s accessibility requirements. Array repartnered with Brio to lead a full website rebuild, from information architecture to accessibility-first design system, and custom web function to improve their web experience and increase leads.
What did we do?
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Custom Illustration & Iconography
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Information Architecture Development
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Narrative Tone Development
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Search Engine Optimization
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UI/UX Design
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Visual Identity System
How Did We Help Them Out?
- To kick off the project, we ran a full content analysis, mapping Brio’s site to identify what worked, what didn’t, and where Brio could stand apart.
- We rebuilt the site’s navigation and information architecture around 20 key templates and 10 subpage layouts, giving every insurance line (from home and auto to farm and travel) a consistent, scannable structure.
- Our copywriting team updated the Brio’s narrative voice and tone to position them as a friendly Manitoba neighbour who explains coverage in accessible language rather than a corporate provider who uses technical jargon. The narrative tone influenced copywriting across the site from headlines, to body copy, and compelling calls-to-action.
Our design team developed a new colour palette rooted in Manitoba’s own landscape, prairie fields, polar bears, and northern lights, then tested every pairing until the majority scored AAA, meeting WCAG’s minimum contrast requirements. - To give the brand warmth without sacrificing clarity, our graphic designers custom designed a full illustration system for Petey, Brio’s bird mascot. Petey now appears throughout the website in scene-specific artwork for each insurance type helping connect visuals to the product. Smaller elements from those illustrations were repurposed as icons in the homepage’s Quick Links bar as well as the chat bubble.
- Our design team then put together photography guidelines to help Brio’s team capture imagery and build a database of content rather than relying on generic stock to ensure content stays fresh and relatable. Photography is rooted in rural and urban settings across every season, tagged by location to reinforce Brio’s local roots.
Our development team custom built the site on WordPress with a geolocation function baked in, so every visitor automatically sees their nearest Brio branch, its contact details, and a direct line to contact. - Rather than a fixed set of templates, we designed and programmed a full library of custom Gutenberg content blocks, giving Brio’s team the pieces needed to build and rearrange their own pages without needing to code. This helps maintain a consistent visual identity across the website.
- A dedicated Careers page gives Brio a place to manage listings, outlining benefits, culture, and current openings to help the brokerage compete for talent alongside national insurers.
- A restructured FAQ section breaks insurance jargon into plain, searchable answers, easing pressure on Brio’s phone lines while building trust before a visitor ever picks up the phone. FAQs can be tagged and pulled into key pages across the website.
- The new site integrates Brio’s Broker Management System and quote tools directly, pulls in Google Reviews as live testimonials, and gives Brio’s team full control over the CMS to manage blogs, careers, and campaigns without developer support.
- Our SEO and analytics team integrated keyword-informed page titles and headings, Google Analytics and Search Console, and a submitted XML sitemap, all aimed at driving qualified traffic toward a quote.
- Brio now has a website built to meet Manitoba’s accessibility standards while giving every visitor, whether in Winnipeg or a rural branch town, a clear path to get in touch.
Great brands don’t stand still. So—what’s next for yours?
We’d love to help you evolve with purpose.