Why The Work Matters

Reshaping a brand holds the opportunity to better speak to customers and to reinvigorate the relationship with sales agents, ensuring that prospects are converted into customers and relationships are nurtured across the entire spectrum.

Situation

American National was seeing low consumer brand recognition while agent engagement scores were slipping. They knew that marketing could control the message, but if they weren’t able to control agent behavior, their sales and revenue would continue to spiral downward. They recognized that brand revitalization was needed to foster relationships and drive agent engagement while connecting with both agricultural and small business owners.

Insight

By talking to customers, we learned that they are all overwhelmed when it comes to choosing insurance coverage. It’s a task that no one looks forward to doing, but everyone knows they need it and want to make sure they’re getting the best rates.​Customers are looking for someone they trust to help them. In insurance, the companies all blend together. It’s the people and relationships that matter. Our focus on showing how American National is the person-to-person insurance company gave life to the brand idea – Make It Personal. And it allowed American National to create a call to action for their future.

Creative Solution

Brand disconnect was our first challenge. Informed by research, we established a plan for brand cohesion — redefining voice, visual and value.

First, the voice of the brand mirrored the personality of Dolly Parton and her long-standing mantra that “if you see someone without a smile today, 
give ‘em yours.

”Next, we introduced a new logo and color palette with brand colors to reflect American National’s commitment to being a source of certainty. The eagle logo transformed into a series of triangles that represented geometric sturdiness and ultimately brand resilience. From this, we expanded an entire identity system built to unify all creative assets.

And third, we doubled down on brand value, believing that while competitors out-joke each other, American National realizes that people are more stressed than ever — and insurance should never add to that list. Our goal is to make insurance personal, and so the brand message is about assurance and sincerity. For both commercial and agricultural audience segments, the demands exist every minute of the day. Instead of worrying about insurance on top of everything else, American National has you covered.

Relax, we’re here.