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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.

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.

“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.

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.

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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