Tone & Feel

The redesigned materials should convey a tone that is approachable, trustworthy, and modern, aligning with GEICO's brand personality while evoking a sense of reassurance and simplicity in insurance matters.

Target Audience

Our target audience comprises current and potential GEICO customers seeking auto insurance solutions. This demographic spans diverse age groups but primarily includes urban and suburban individuals aged 25-55 looking for reliable, cost-effective insurance coverage.

Desired Action

Encourage recipients to engage more actively with the materials by driving traffic to GEICO's online services, generating quote requests, or fostering direct contact for insurance inquiries.

Key Message

The redesign aims to communicate GEICO's commitment to simplifying the insurance process and offering value-driven solutions through clear, concise, and visually captivating direct mail and print materials.

Brand Guidelines

Adhere strictly to the newly established brand guidelines, incorporating updated color schemes, typography, and visual elements to ensure consistency and alignment with GEICO's brand identity.

Unique Selling Proposition

GEICO stands out by simplifying the insurance process, offering competitive rates, and delivering exceptional customer service, setting it apart as a reliable and consumer-centric choice.

Key Competitors

Analyze competitors' approaches to direct mail and print materials within the insurance industry, aiming to differentiate GEICO by emphasizing simplicity and clarity while maintaining brand distinctiveness.

Additional Notes

Utilize A/B testing on various design elements to optimize for improved response rates. Ensure compliance with mailing regulations and explore environmentally friendly printing options for sustainability.

Collaborators

Heather Van Helmick, Lauren Tivnan, Katie Gaab