March 2, 2012—Global design and brand strategy consultancy Lippincott announced today that three recent projects have been named to a list of the world’s most effective rebrands in the eighth annual REBRAND 100® Global Awards. This annual awards program acknowledges excellence in brand repositioning and is the first and most-respected global awards program of its kind.

Unitrin's transformation into Kemper Corporation is deemed a "smart and strong rebranding" by Indentityworks.  Lippincott's Michael D'Esopo and Brendán Murphy are credited with leading the strategy and design efforts, respectively. 

China's Rologo presents the new Kemper logo on its web site.

Branding and design blog The Branding Source took note of Unitrin's new identity as Kemper Corporation, crediting Lippincott's contributions to the project.

The New York Times announces Unitrin's name change to Kemper Corporation, a Lippincott-led rebranding initiative aimed at capitalizing on Kemper's greater brand equity among consumers.  Donald G. Southwell, chairman, president and chief executive of Unitrin, explains that the strength of the Kemper name was confirmed with research showing around 30% greater awareness among customer demographics as compared to Unitrin.  Lippincott's Michael D'Esopo emphasizes that adopting the Kemper name “builds on the strength and stability and credibility in the insurance category” that has been established through over a century of service to consumers.  Executives of the newly minted Kemper Corporation will usher in this new beginning by ringing the bell at the New York Stock Exchange on Thursday morning, and ads announcing the name change will also appear in newspapers.

Unitrin Inc. Chairman, President and Chief Executive Officer Don Southwell announced his company's name change to Kemper Corp., a "legendary" moniker that has greater brand equity among consumers, according to research performed by Lippincott.  According to Southwell, the new name is just part of a more comprehensive brand launch.