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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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Coming out of Esurance’s DC-led rebrand and, in part, tying into a DC-produced ad campaign, this site had to feel human, inspire trust and demonstrate that the company that pioneered online car insurance has made shopping for car insurance easy all over again.

Muscle beach at the cube farm. Proving that, yes, there are real, live people behind the website.

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