propic

Brand Management

I was the primary driver of corporate branding, seeking to break out of the often mundane nature of life insurance marketing and branding. GEICO, Farmers, Progressive have all stepped up the branding and creativity game on the property & casualty side. No one had yet been brave -- or creative -- enough to do the same for life insurance. I created a "hero, villain, guide" theme for the company with the buyer positioned as the hero, death itself as the villain and the life insurer as the guide. This was utilized in digital marketing on Facebook, email marketing and on the corporate website.