Business Insurance Risk “Appetite” Directory

Sample layouts from St. Paul Companies Commercial Insurance "Appetite" guide; graphic design by Carolyn Porter of Porterfolio, Inc.

The challenge was to take a very complex, very long list and completely reimagine how the information was organized. Data included business class descriptions, proprietary quoting codes, SIC codes, property/liability, auto and workers compensation availability information, risk size categories, and a listing of the company’s “appetite” for the business. Several techniques were employed to make document navigation a breeze.

The result was a 32-page book that proved to be the corporation’s most highly requested document of the year. In fact, it had to be reprinted — twice — simply to fulfill audience demand.

Client 
The St. Paul (now part of Travelers Insurance)
Writer 
Jill Packey