Welcome to ID Branding. We’re a full-service branding agency in Portland, Oregon. Our philosophy of Brand Culture is based on anthropological insights combined with a new understanding of how consumers are using brands today. If you’re tired of hearing the same exact words from every agency, maybe you should talk to us.

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SAIF Corporation

SAIF Corporation is Oregon’s not-for-profit, state-chartered workers’ compensation insurance company. It has played a vital role in the Oregon economy since 1914. A few years ago, the SAIF brand stumbled. Some questionable practices were discovered, and SAIF’s chief competitor led a referendum to have SAIF abolished. The referendum failed, but the message was clear. SAIF needed to change.

With new leadership, SAIF quickly righted its practices. But employee morale was at an all-time low and the voters of Oregon didn’t really understand why SAIF existed. SAIF had allowed everyone else to tell their own brand story. So they came to ID Branding for help. We were asked to evaluate the brand, create a new logo—the first in over 35 years—and make strategic recommendations for the brand.

This case study tells the story of a 93 year old company that had lost sight of its amazing heritage, which started back in the days when logging was so dangerous the industry couldn’t get workers compensation insurance. It also illustrates exactly why beliefs and values are the heart of a brand.

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SAIF Corporation "The Revitalization of a Great Oregon Brand.”