FARMERS INSURANCE / CASE STUDY
Evolving the Farmers brand
Overview
Customers needs have changed over the past decade. To stay meaningful in their lives, Farmers Insurance needed to evolve too — moving beyond print and into the digital, mobile moments where people live today. This is more than a refresh. It’s how we make Farmers relevant, human, and unmistakably ours for the next generation.
Brand Refresh
Farmers Insurance refreshed its visual brand identity to better connect with a new generation of customers. From illustration and photography to color and tone, every element has been reimagined to feel more human, modern, and unmistakably Farmers®. In both qualitative and quantitative studies, our target customers recognized the brand personality behind the new look, confirming that this refresh isn’t just distinctive — it’s uniquely Farmers.
Brand Illustration
The illustration style is designed to reflect the brand personality — helpful, empathic, straightforward, and knowledgable — while feeling uniquely Farmers®. It adapts to the message, story, and channel, connecting the brand to their target consumers’ interests and tastes in a way that’s meaningful and simple, without relying on stock illustration. The new style has a modern, iconic look that’s more inclusive through faceless figures, capturing emotion through a smile alone. The color palette is also distinctly Farmers, with each illustration handcrafted to feel uniquely theirs.
Brand Photography
I led the photography initiative to differentiate Farmers from its competitors by capturing moments that matter — with empathy and purpose. Grounded in the insight that Farmers customers are smart, confident, caring, and proactive people, the work portrays authentic moments that range from whimsical to emotional, using natural framing and unexpected angles that place us inside a "real" moment rather than a staged one. We developed a shotlist that captured a range of scenarios across our product lines, shot with a cinematic approach and finished with a post-production treatment of film grain and Farmers blue, giving the work a distinct, ownable narrative that sets Farmers apart from competitors who rely on stock photography. Special thanks to agency partner RPA, and Shaun Fenn, an incredibly talented image maker of authentic moments.
Credit: Agency of Record: RPA // Photography & Video: Shaun Fenn
Technology and Innovation
The brand comes to life through technology and innovation — from our robot dog to our mobile claims centers and reimagined agent office stores — bringing Farmers into every corner of our customers’ lives. It’s a brand that shows up consistently across all customer experiences, wherever and however they choose to engage with us.
Additional projects
Design centered around the human experience.