A full-fledged Brand Book for American Family Insurance.
BACKGROUND
American Family Insurance is a company built on values, and they were in need of a brand book to cover the essentials. It was printed and distributed to employees and partners.
Building this book meant doing a thorough audit of all the information on the table (there’s a lot)—the writing challenge was finding a concise, yet thorough way of covering the most important topics. The book ultimately had to work for someone who had zero prior knowledge of AmFam.
It was also a branding exercise, finding a way to incorporate the few cues that they have (logo and colors) and build a visual identity that fits with their earnest and aspirational personality.
