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[MUSIC]

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Before moving ahead of myself, I'd like to
showcase a few

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examples of successes and failures, to
help bring these ideas to life.

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First is a simple one.

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Ted Todd Insurance is Allstate's largest
franchise.

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Based in Florida with over 25 years of

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history, seven locations and tens of
thousands of

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customers, they simply wanted to stay
ahead of

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the game and rebrand themselves for the
future.

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Because of communication and initial
expectations, our

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branding process was quick, simple and
effective.

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In the first round, we concluded the
typographic direction,

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as well as a good direction on logo types.

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By the second round, a small set of icons
was designed to reinforce

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the typographic style, the logo was
chosen, and we finalized a color palette.

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We sent a third round to help that
concrete dry, but that was it.

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The branding process was complete, with a

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satisfied customer and a happy design
team.

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We continued to the fourth round,
expanding the brand into print

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collateral, car wraps, door mats, business

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paraphernalia, and a beautiful responsive
website.

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I believe the extensions of the brand were

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seamless due to the execution of the brand
creation.

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We found it easy to communicate with the
Ted Todd

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Insurance team, in part because they fully
trusted our design process.

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The final color palette is a set of three
blues, a

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series of grays and a single orange to
contrast the blues.

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The orange is used for callouts on the
website, while

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the blues carry 90% of the weight across
the brand.

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White space is, of course, a big asset to
the brand as well.

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For typography, we chose Foro, a serif
font family,

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to cover the entire brand on print and
web.

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There's a certain appeal and warmth to it,
less harsh than most slab serifs.

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A smoothness and welcoming quality,
perfect for an

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insurance company that focuses on customer
service and care.

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Foro comes in 16 styles and is an
excellent workhorse-type family.

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When needed, we use Source Sans Pro, but

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that's only a fraction of the brand's
typography.

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Check out some of the final product.

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Here's the final logo type, icons, and bit
of collateral.

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You can see it holds together with the
typography and color selection.

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It also fits well when co-branded with the
parent company, Allstate.