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Bēhance

Indiana Insurance Campaign

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  • Indiana Insurance Branding
    High-level branding concept for Indiana Insurance, a subsidiary of Liberty Mutual. This concept has informed all of their advertising and branding since.

    This idea ties in closely with the Liberty Mutual advertising campaign, but with a unique Indiana Insurance spin. Like Liberty’s campaign, we’re taking a look at an unfortunate situation where someone might make an insurance claim. This is important because these situations are where Indiana Insurance truly has the opportunity to make a real difference in a person’s life and to offer superior service. These situations are where “I” makes the difference.

    The copy is conversational and humorous. The headline and the copy will provide surprising contrast to the situation in the photo that might cause the reader to do a double-take and to become intrigued.

    The letter “I” in the headline, in the body copy, and in the tagline at the bottom are elevated slightly to draw attention to the tie between the letter “I” and Indiana Insurance and also to relate to the logomark where Lady Liberty is holding her torch high in the air.
  • Spec ad layout.
  • Spec ad layout.
  • An early conceptual sketch and notes.