project : rebrand application

challenge : After several identity iterations prompted by a merger and shifting corporate strategies, Travelers re-embraced the most memorable trademark in its history – the red umbrella. The client provided updated brand identity standards; our job was to create usage applications for the Personal Insurance collateral.

solution : In accordance with the standards document, we explored a wide variety of umbrella motif applications, the best of which were presented as separate approaches. The different treatments were complemented by ‘living the dream’ photography and bright, friendly copy – a fresh, upbeat attitude.

result : Two of the four solutions presented were enthusiastically accepted – one for common use, the other for specialty messaging. This resulted in a commission to develop what was to become an internally heralded, cost-effective campaign specifically intended to boost auto insurance sales.

Note: Work shown in this case study was created collaboratively with and for Bertz Design Group and its client.