1 00:00:00,079 --> 00:00:04,423 [MUSIC] 2 00:00:04,423 --> 00:00:07,449 Before moving ahead of myself, I'd like to showcase a few 3 00:00:07,449 --> 00:00:11,720 examples of successes and failures, to help bring these ideas to life. 4 00:00:11,720 --> 00:00:13,170 First is a simple one. 5 00:00:13,170 --> 00:00:16,380 Ted Todd Insurance is Allstate's largest franchise. 6 00:00:16,380 --> 00:00:18,320 Based in Florida with over 25 years of 7 00:00:18,320 --> 00:00:21,240 history, seven locations and tens of thousands of 8 00:00:21,240 --> 00:00:23,490 customers, they simply wanted to stay ahead of 9 00:00:23,490 --> 00:00:25,580 the game and rebrand themselves for the future. 10 00:00:26,990 --> 00:00:30,050 Because of communication and initial expectations, our 11 00:00:30,050 --> 00:00:33,290 branding process was quick, simple and effective. 12 00:00:33,290 --> 00:00:36,370 In the first round, we concluded the typographic direction, 13 00:00:36,370 --> 00:00:38,880 as well as a good direction on logo types. 14 00:00:38,880 --> 00:00:42,080 By the second round, a small set of icons was designed to reinforce 15 00:00:42,080 --> 00:00:46,960 the typographic style, the logo was chosen, and we finalized a color palette. 16 00:00:46,960 --> 00:00:50,710 We sent a third round to help that concrete dry, but that was it. 17 00:00:50,710 --> 00:00:53,000 The branding process was complete, with a 18 00:00:53,000 --> 00:00:55,960 satisfied customer and a happy design team. 19 00:00:55,960 --> 00:00:59,140 We continued to the fourth round, expanding the brand into print 20 00:00:59,140 --> 00:01:02,680 collateral, car wraps, door mats, business 21 00:01:02,680 --> 00:01:06,130 paraphernalia, and a beautiful responsive website. 22 00:01:06,130 --> 00:01:07,890 I believe the extensions of the brand were 23 00:01:07,890 --> 00:01:11,880 seamless due to the execution of the brand creation. 24 00:01:11,880 --> 00:01:14,070 We found it easy to communicate with the Ted Todd 25 00:01:14,070 --> 00:01:18,910 Insurance team, in part because they fully trusted our design process. 26 00:01:18,910 --> 00:01:21,630 The final color palette is a set of three blues, a 27 00:01:21,630 --> 00:01:25,840 series of grays and a single orange to contrast the blues. 28 00:01:25,840 --> 00:01:28,060 The orange is used for callouts on the website, while 29 00:01:28,060 --> 00:01:31,990 the blues carry 90% of the weight across the brand. 30 00:01:31,990 --> 00:01:35,840 White space is, of course, a big asset to the brand as well. 31 00:01:35,840 --> 00:01:40,280 For typography, we chose Foro, a serif font family, 32 00:01:40,280 --> 00:01:43,300 to cover the entire brand on print and web. 33 00:01:43,300 --> 00:01:48,030 There's a certain appeal and warmth to it, less harsh than most slab serifs. 34 00:01:48,030 --> 00:01:50,690 A smoothness and welcoming quality, perfect for an 35 00:01:50,690 --> 00:01:53,660 insurance company that focuses on customer service and care. 36 00:01:53,660 --> 00:01:59,250 Foro comes in 16 styles and is an excellent workhorse-type family. 37 00:01:59,250 --> 00:02:01,900 When needed, we use Source Sans Pro, but 38 00:02:01,900 --> 00:02:04,410 that's only a fraction of the brand's typography. 39 00:02:04,410 --> 00:02:06,080 Check out some of the final product. 40 00:02:06,080 --> 00:02:10,110 Here's the final logo type, icons, and bit of collateral. 41 00:02:10,110 --> 00:02:13,660 You can see it holds together with the typography and color selection. 42 00:02:13,660 --> 00:02:16,940 It also fits well when co-branded with the parent company, Allstate.