The Ultimate Brag
Wanting to take their offering to the next level, leading online insurance marketplace Ultimate Insurance approached TEC to redesign their brand identity and redefine their voice.
Our first order of business was answering the question: can buying car insurance really ever be characterized as an “ultimate” experience?
Surprise reveal: when it’s as easy as 1, 2, 3
it can!
But we didn’t want to just come out and say it outright. We wanted to communicate this value with a touch of self-awareness and grandiosity. Because at the end of the day, no one likes a bragger.
“Our approach was to hit a home run on the ‘modest brag’ through humor.”
Rachel Hercky Linnewiel, Head of Copy, TEC
So Good It Feels Like Magic
Who better to guide users through this new world of car-insurance purchasing than a unicorn – the pure, confident, and trustworthy guide of lore.
Once this mythical creature popped into our creative process, there was no shaking it. It was both bold and playful, solid but self conscious, the perfect pair to the larger-than-life company name.
