Brand platform campaign develoment
Extensive strategy work and creative development to bring the platform to life
Country Financial®, a national insurance and financial services company, was ready to launch a new brand platform that would continue to differentiate the company with new audiences. The company turned to me and my team to help them develop the platform approach, in addition to internal and external campaigns that would bring it to life. A year's worth of work on the messaging alone led to the development of the brand platform "Experience more," which in turn led to about six months of extensive visual development to create assets that would serve as a guidepost for future brand and campaign development. The visual approach underpinning the brand platform also needed to follow recently established foundational guidelines, which also had been developed by me and my team in the year prior. (See "Insurance company rebranding" page.)
Investment in the several-year launch plan was expected to be in the tens of millions of dollars. Initial planning around the external launch resulted in an integrated campaign approach that included assets such as videos, print and digital ads, direct mailers and emails, along with ad templates that could be used by insurance reps. Strategy for the internal employee launch included planning for an "Experience More" week to celebrate the launch of the brand platform, along with an internal campaign that included assets such as office conditioning, posters celebrating employees, trainings and launch FAQs and one-sheeters.
Investment in the several-year launch plan was expected to be in the tens of millions of dollars. Initial planning around the external launch resulted in an integrated campaign approach that included assets such as videos, print and digital ads, direct mailers and emails, along with ad templates that could be used by insurance reps. Strategy for the internal employee launch included planning for an "Experience More" week to celebrate the launch of the brand platform, along with an internal campaign that included assets such as office conditioning, posters celebrating employees, trainings and launch FAQs and one-sheeters.