Westland Insurance

EGD Signage wallcovering Mural Poster Design Art Design presentation design Art Curation Vinyl Graphics

— WESTLAND INSURANCE

(For Farmboy Fine Arts)

After a brand refresh and consolidation of three locations into a new central head office, Westland Insurance, Canada's largest independent-owned brokerage, sought an art collection to reflect its new brand and inspire its employees across five regions: the Atlantic, Central Canada, the Prairies, the West Coast, and the Northwest Territories.

Inspired by aerial views of Canada—specifically, the juxtaposition of human-made infrastructure and natural landscapes—I designed, created, and curated custom artwork, environmental graphics, and signage for each of the six office floors. The art, wallcoverings, window film, and posters accentuate the interior design and showcase Westland's values, brand, and culture. To further convey Westland's identity and create a welcoming and inclusive space, we integrated artwork by local, LGBTQ+, Indigenous, and emerging artists.

— SERVICES

The Use of Brand Identity as Augmented Storytelling

"The art collection embraces the idea of creating a physical place where Westland’s founding values are visible and tangible elements. Thanks to the metaphorical language of brand identity, the visitor feels completely immersed in the corporate values, putting them at ease and stimulating their relationship with Westland.”

~ Heather Merenda, Art Director (Farmboy Fine Arts)

Top Left: Reverberation Series, #10, by Jason Baerg (Archival Digital Print, 2011),

Right: Farmboy Licensed Artwork by Donna Giraud (Colour edits by Robin Miller, 2022)

Bottom Left: The Shape of Water, by Grant Harder

Referencing the water that surrounds and connects Canada, I designed custom vinyl window film to allow for privacy without isolation—meeting the needs of employees and the business—enabling the team to thrive in collaboration or independent work.

As a pivotal component in storytelling and building emotional connection, each of the six floors for Westland Insurance’s Head Offices received a custom wallcovering in a different colour. Westland Insurance brand elements were paired with artwork inspired by topographic lines of the Canadian coastline.

Working with existing fixtures and finishes—like the stunning A–N–D lighting—to create a striking first impression, the elevator lobby signage was designed to address the accessibility needs of those with low vision or hearing loss—incorporating dimensional acrylic lettering and a glass panel backing to catch reflection and movement.

Illuminated signage was created for the Westland Insurance lobby and their partner Agile Underwriting Solutions. Selecting a minimalist silver painted aluminum and white LED lighting to complement the surrounding furniture and finishes, the signs work to amplify the overall Westland experience.

The art collection was curated with a differentiating theme and tone on each level enhancing both the interior design and the flow between the liveliest and most energetic spaces to the calmest and most formal areas.