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Esurance

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Rebrand for the long haul

Esurance was born in the irrational exuberance of the dotcom bubble, with ads featuring an animated super-agent. So it’s not surprising its products succeeded with a youth demo or that, a decade later, focus-groupers dubbed it “cartoon car insurance.” The challenge was to rebrand for a more affluent, discerning customer, to portray a brand that was human, while epitomizing modern convenience, simplicity and stability.

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