This sample is the result of an asociation creating an insurance company to provide high quality liability coverage for its member attorneys. While it was beneficial to point out the relationship, a clear distinction between the two entities was also necessary.
Our logical checklist allowed for the association's original color and typefaces to remain in tact, but indicated that association's logo be dropped entirely. Instead, the signature had to be that of the insurance provider. The association's name also appeared, but in text type, much like a supporting theme line. As for the key visual, a simple approach was the best solution. Both ads and mailings featured a headline that visually paid off itself, eliminating the need to add another new graphic element.
The overall impression of this piece, at first glance, is that it comes from the association. Then the insurance company's logo gets in the way ever so slightly until the copy can kick in to clarify this unexpected relationship.
Co-creative direction, art direction, and design*