CSAA Insurance

People don’t trust their insurance companies. What’s different about AAA? We don't answer to shareholders. Which means we’re in service of people. And that puts us at an advantage, and is one of the reasons AAA remains one of the most trusted brands in America. So, unlike everyone else, we don't offer “insurance”. We offer InsurAAAnce. With 3 As. Which means it’s backed by over 100 years of trust, dependability and being there for people when they need us the most. This campaign celebrates the service and dependability that AAA brings to the insurance category. We want to remind people that their coverage can come from a brand they actually love. The way we do that is by highlighting all the things that make us different from every other insurance provider out there. We’ll often compare ourselves to the rest of the field, but we’ll never directly call out our competitors by name or disparage the category  in a way that feels distasteful. Instead, the language we use should be bright and optimistic, without being overly silly or cloying. We’re not going for “haha’s”.  We’re going for “ah-ha’s”.

I helped oversee design direction of CSAA Insurance brand campaign (in collaboration with buck design). Responsible for working with the lead designer and executive creative director to establish an overall brand look + feel along with brand guidelines to accompany the work.

Design Direction, Deloitte Digital