Montana’s Big Sky Direct

Bringing a small town Montana feel to their first domicile insurance company, focusing on living benefits for American families

Big Sky Direct approached brandch for a rebrand and a website redesign. Looking to honor their Montana roots, pay homage to their historical name and spread the heart of Montana to the nation by supporting American families in life insurance.

Montana’s Big Sky Direct’s Human Branding Framework

Origins

Big Sky grew out of a grassroots sales effort and a handshake culture, built by Montanans who believed their state deserved its own life insurance company. They started with one product and earned every inch of ground through person-to-person relationships.
Axis

Protecting what you can control, for what you can’t.
Beliefs & Behaviors

Insurance should serve people rather than manipulate or overcharge them, and integrity matters more than any single sale. Most insurers sell fear of death, while Big Sky sells confidence in life.

The team went door to door across Montana to build awareness for their first product, and they still show up in person whenever a family needs them. When they saw a gap in protecting young people, they built ScholarGuard to fill it.
Signals

Colorways inspired by Montana landscape. A logo that represents protection and their grassroots. Instead of traditional insurance branding, they embrace their story.
Outsiders

Big Sky isn’t for people who take advantage of others. It’s for hardworking families gathered around the kitchen table, building something that lasts.
Future

Big Sky wants to become a destination company that people choose to work with and do business with. Through products like ScholarGuard, they’re shaping a new generation that understands planning, legacy, and community.

Project Breakdown

Big Sky Life Insurance is Montana’s first domiciled life insurer in over fifty years, and they came to us with a website that didn’t reflect the company they’d become. We started with a Human Branding Framework built from their team, then moved into personas, competitive research, a refreshed logo, and a full site redesign rooted in plain language and Montana grit. The new site includes an interactive product quiz that guides families to the right coverage based on their state, along with a private bulletin board for stakeholders and investors. We also designed a standalone landing page for Family Protector, their accidental death product, built around the idea that simplicity is the product.

Project Completed: August 2026
Client: Big Sky Direct
Producers: Charlee Jade, Brandon

Montana’s Big Sky Direct

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