Armed Forces Insurance
Project Type
- Rebrand
- Styleguide
Humanizing insurance
Armed Forces Insurance had decent brand awareness, but their messaging and positioning were dated. As an insurance company, they were focused on the items they covered (houses, cars, motorcycles, etc). Our approach reoriented their communications to be more empathetic to the consumer. We weren’t covering a house, we were giving their family peace of mind. It’s not about the car, its about the freedom and confidence.
We developed a new styleguide that incorporated positioning, personas, channel-specific guidance, and design + copy guidelines.
