Esurance
To keep growing, this pioneering online car insurer, which had catered to a younger demo, needed to persuade older, more discerning consumers of its stability, reliability and humanity. Rebrand 100 winner.

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Once an internet bubble baby, represented on TV by a cartoon super-agent, the company had thoughtfully honed its technology to give users an uncluttered, unimpeded, utterly functional — yet friendly — experience. The sweeping rebrand both signaled and revealed the transformation.

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“Cartoon car insurance” is what focus groups had dubbed it. Consumers had trouble believing there were humans behind the internet facade. The campaign promised there was a wacky office full of down-to-earth, eager-to-please peeps, who would be there when, as the intentionally verbose tagline notes, you need more than a well-designed website to guide you.

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Bus sides and boards further spread the news that Esurance is not just the easiest place to get car insurance, but the most friendly and reliable.

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The essence of the brand — that it’s no-b.s. car insurance for the modern consumer — carried through to the design of the new website, which also picked up characters from the TV.

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