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Travelers Insurance: Branding & Identity

Travelers Insurance Branding & Marketing
Challenge   Solution>   Results>
Travelers had three major product divisions, supported by numerous marketing managers, each responsible for their own marketing communications. Talented in-house creative produced most of Travelers’ material. At the time, the only common element in all marketing materials was Travelers’ red umbrella.
Challenge>   Solution   Results>
Brand standards in the form of a guideline. The objective: Create consistency of identity among communications without creating overly tight restrictions for the creative group.
Challenge>   Solution>   Results
Standards were implemented utilizing limited families of type fonts, color families by product area, grids for more consistent image and text placements and a standard corporate signature utilizing the umbrella.

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