The Travelers red umbrella is synonymous with insurance, and rightly so — it’s history dates back to 1870, so it’s had some staying power for sure. But there was a brief time where the symbol changed hands with Citigroup, and ultimately Travelers reacquired the famous icon as their own. After giving Citygroup proper time to strip their signage and materials of the mark (always practice proper branding etiquette!) so that there was no embarrassing overlap, Travelers decided to fully stake their claim in this big piece of their brand’s legacy. This is when the Travelers Select Accounts business arm brought on Ink&Pixel to roll out a new expression of a brand that’s both fresh and true to purpose. We had them covered!
Our brand components featured a multitude of bold, colorful umbrella shapes that overlap and arc over feature photography that’s shot from overhead. To quote from our brand book shown below:
“This concept speaks from the point of view of the umbrella, positioning Travelers at a unique vantage point in the industry. Employees, agents, and insureds therefore all benefit from the protective risk-reducing qualities of the umbrella (Travelers), while also sharing Select’s dynamic vision and way of looking at the small business world, with this clever approach. The true strength of Select lies within their ability to fully and properly utilize this unique perspective–because the right tools and knowledge lead to the right actions.”
We developed a complete set of brand guidelines for the Select Accounts business lines, and implemented a full range of materials including a welcome kit, product brochures, sell sheets, and a comprehensive product guide containing their entire portfolio of products. Then we carried out specific tailored campaigns for other divisions such as Homeowners, where we worked on direct mail, advertising, and even branded promotional apparel.