| CLIENT: The Progressive Corporation
OBJECTIVES: For amazing service, industry-leading innovation, and competitive pricing for auto insurance, the Progressive Insurance brand sets the standard. Maintaining the integrity of that brand in the marketplace is critical, which is why Progressive turned to us for its clothing and specialty merchandise catalog several years in a row.
STRATEGIES: Boondock co-founder Mark Nead was formerly Art Director with Progressive's Consumer Marketing Group, responsible for a spectrum of projects including corporate identity, brand standards, print collateral, internal communications, outdoor and print advertising, direct mail, exhibit displays and vehicle graphics. Mark was selected in 1998 to lead Progressive's design group, in collaboration with Hal Riney & Partners, through the insurance company's first brand development initiative. The campaign included an NFL sponsorship program for which Mark developed brand identity systems, print collateral, promotional campaigns and a full-page ad featured in Sports Illustrated.
The Progressive Collection catalog was first developed under Mark's design direction in 1993, then dramatically re-envisioned by in 1996. Recognizing that Progressive's employee "audience" was largely comprised of young, career-driven individuals, the program was redesigned to reflect its diverse culture. As a result, the new materials served not only as a catalog, but as an effective recruitment tool. The catalog went a long way to build internal brand messaging and enthusiastic support for the program by featuring Progressive employees as clothing models.
RESULTS: The Progressive Collection has become a brand in itself. Themed "A Celebration of Progressive People," the catalog continues to reflect the culture and individuality of the employees represented, while maintaining a high level of quality that employees expect. Currently in its twelfth season, The Progressive Collection, now available online, boasts sales of more than $3 million annually. |
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INDUSTRIES:
TACTICS:
- Messaging Platforms
- Corporate Identity Systems
- Brand Standards & Guidelines
- Corporate Catalog Program
- Print Collateral
- Recruitment Programs
- Consumer Sales Brochures
- Direct mail
- Print Advertising Campaigns
- Outdoor
- Exhibits and Displays
- Specialty Promotions
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