Keeping promises made to Main Street, ensuring fairness for all customers. FAIR is an initiative created and led by the Insurance Information Institute.
In response to the COVID-19 global pandemic, the insurance industry has stepped in, offering payment relief, premium rebates, policy extensions, and donating hundreds of millions of dollars toward COVID-19 relief. Despite these efforts, the widespread financial distress has led trial lawyers to demand insurers cover uninsured pandemic-related losses.
HPS was retained to launch a campaign showcasing the important role insurance plays in economic recovery, and to illuminate the reaility that changing contracts to cover uninsured claims would threaten the solvency of the insurance industry.
- DISCIPLINES:
- Communications
- Brand Strategy
- Identity Design
- Web Design
- Web Development
- Social Media
- Video Production
- CLIENT:
- Insurance Information Institute
- SECTOR:
- Advocacy
Our Discovery process explored the goals, tone, look & feel, materials, and potential names for the council. We then developed moodboards using existing creative to quickly establish a preferred brand direction. With the aesthetic universe defined, we generated multiple brand concepts that were refined and combined to create the final brand.
![](https://hamiltonplacestrategies.com/wp-content/uploads/2020/09/fair2.png)
The final brand guidelines included the logo mark, lockup, and guidance on clearspace, typography, color, unathorized usage, and brand application across a variety of experiences. Additionally, we provided a range of logo variations for use across a wide selection of communications collateral.
![](https://hamiltonplacestrategies.com/wp-content/uploads/2020/09/typography.png)
Using an artistic illustration style aligned with the look and feel of the broader campaign, we produced a 60-second explainer video for the coalition that brought individual illustrated elements to life through animation, music and voiceover narration.
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Our digital campaign constituted a constellation of products that each had differentiated roles to play in reaching various segments of our target audience. Each can be thought of as existing at different points along a marketing funnel designed to garner attention and convert as many people through to taking a variety of desired actions related to the council, while also sharing more information across their networks.
![](https://dev-hamiltonps.pantheonsite.io/wp-content/uploads/2022/02/fair_page1.png)
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