PROJECT DESCRIPTION

Risk—and finding ways to reduce it—has always been a part of business. Today’s insurance companies constantly remind us that risk is something to be feared and can only be mitigated with the right coverage. This led us to the hope in the line, “Get Going”—a rallying cry that emboldens small businesses to take smart leaps and seize the right opportunities. We crafted a narrative that sees insurance and risk as tools to help owners build better businesses. Rather than fear, it focuses on the opportunities insurance creates for a company. Instead of fixating on price, it speaks about the ways insurance allows you to do more, grow more and earn more.

Visually, we looked back to times when people remained optimistic in the face of cultural and economic turmoil. This took us to playful, hand-drawn styles of depression era cartoons and mid-century underground comics that capture the sincerity, positivity, and gritty can-do ethos of those eras—creating a world that brings to life the possibilities small business owners see. Paired with a new logo, typography, a vivid color palette, and matter-of-fact tone of voice, NEXT aims to add substance to these communications that, we hope, will make customers and prospects smile.

PROJECT INFORMATION

Entry Type: Single Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as change agent

Client Relationship: Unknown (NA) / Other (if other, please explain) NA

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Development Budget: Confidential / Not available

Production/Execution Budget: Confidential / Not Available

Source of Funding: Client

Typefaces: Sharp Sans by Sharp Type, GT Alpina by Grilli Type

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Other Credits: Jump Jirakaweekul – Design Director, Kristine Lim – Designer, Barney Stepney – Designer, Alex Wallace – Business Manager, Allison Solomson – Strategy Director, Ian Aronson – Business Director, Tom Elia – Copywriter, Caspar Wain – Illustrator, Julen Saenz – Designer, Mari Juliano ‎– Photographer, Maggie Shannon (Making Pictures) – Photographer

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