HELPING A BRAND CONNECT WITH THEIR CUSTOMERS OUTSIDE OF THE BOX.
United by adventure, Progressive sought to add a twist to their brand that would connect with their boldest customers and insure their passion.
With a brand promise to be true to their name, Progressive Insurance has a lot to live up to. Being a trusted provider since 1937, they take that brand promise seriously. This carries through to their look and feel. That means communication style. That means staying true to their Core Values. Most importantly, it means prioritizing the audience they want to connect with.
When looking at their Special Lines, they realized they needed to channel their tone of voice to speak to the adventurer. Boaters, campers, hunters, motorcyclists and more. This meant taking their well known brand and leaning into the lifestyle their customer lives and breathes.
Born of that was the Special Lines Brand Guidelines. We explored the way Progressive customers share their passion and how we can connect with them a long the way. It took a dramatic step away from the well known Progressive Blue and Flo, and dove into what it means to be free, to make memories, and to be proud of your community.
Tone of Voice
Motorcycle
Headstrong with a bit of heart. Our motorcycle tone of voice is definitely our most “unexpected”. It can be tough, it can be edgy, but most of all it’s passionate about the ride and all the excitement (and quirks) that comes along with it.
RV
Our tone of voice is on the road again. It travels from brave to aspirational and even takes a bend into quirky sometime. But wherever it travels, we always pack a whole bunch of enthusiasm.
Boat
Boaters just want to have fun and so does our tone of voice. Even when we’re swearing like sailors from mechanical breakdowns or catching fish with the fam, we find a way to add a little sunshine or relaxation to our boaters’ lives.
Brand Behaviors
Disarmingly Humorous
These products were made to have fun— like gliding, riding, and all-wheel driving fun—and our brand voice reflects that (when appropriate).
Unexpected
This isn’t exactly auto insurance. Out here, we live for the adventure of getting out there to explore (and having a ton of fun along the way).
Insightful
Our insights are what keep us grounded in the outdoor lifestyle of our customers. By thinking like an adventurer we’ll keep them coming back for s’more, giving them the feeling of freedom and get to the core of why they love their boat, motorcycle, or RV.
All of the above work was done as part of a team of creatives at Ninety6. This includes but is not limited to Casey Ocasio, Hilary Demko, Julie Goulis, Caroline Hayes & Derek Maxfield.