John Head, CEO of Blue Sky Reinsurance and Services and Keith Fletcher, President of Fletch Creative, announced a complete brand overhaul and renaming of the specialty insurance provider.  The Atlanta-based company will now be known as FORTAMUS Insurance Services to better reflect its solutions-based approach to placing life insurance cases that are usually turned down.

The rebrand and relaunch was led by Fletch Creative, a global branding and strategy firm based in Atlanta. Keith Fletcher, FLETCH's President, said "FORTAMUS' approach to non-traditional life is fascinating. The company's team of specialty underwriters and research experts enable FORTAMUS to analyze metadata and find solutions where others cannot. FORTAMUS gives brokers, agents and carriers the resources to cover individuals who – for health, occupational, avocational or travel reasons – might otherwise be denied life insurance. We think the new name and tagline, 'The Strength to Say Yes,' aptly reflect what this business is all about. We're proud to be creating a brand that wants to shake things up a in an industry that is traditionally very conservative."

FLETCH is driving and cultivating a human-centered, solutions-based business for FORTAMUS. "This began with a holistic analysis of the business, it's goals and why it exists.  A formalized voice and structure was developed to inform all aspects of the brand.  This process really enables FLETCH to develop a culture focused on customers, rather than products or services," Fletcher said.