AAA
Branding heritage
for today.
After a couple of meetings with AAA, it became apparent a brand historically just built on trust can polarize it in the past. In a day of declining car ownership, auto clubs are of antiquity in the eye of innovation. AAA has a reputation of trustworthy service (seriously like no other brand, not even firefighters are trusted more), but it needs purpose for today, to inspire a new generation of consumers, and something for the organization to rally behind.
Flip it on its head
New relevance
with a new position.
AAA is not an auto club that also sells insurance. AAA is an INSURANCE company unlike any other. One that not only provides you with the best possible coverage and attention, but also comes to your rescue roadside, helps you plan trips, gets you awesome discounts, and all the other great stuff that comes with AAA.
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Brand GUIDLINES
FINDING INSPIRATION
Everyone has
a story.
While traveling across America in my grandparent’s motorhome, I remembered being saved by AAA on several occasions. It was always something like a radiator hose and even a whole new engine once. Getting stuck in new places, I remember loading up on the free guides at the local branch. The design language of the guides had a straightforward, simple utilitarian approach with the promise of always guiding you to more adventure. A modern interpretation of this inspiration became the central pillar in the brand language. It reflected the core brand value - to guide their members through life's adventures. A value born from stories of the first adventurous members seeking thrills only to ending up needing an uncritical tow out of a ditch.
look & feel
organizing the organization
Guidelines only work
when they are used.
With the launch of a new brand platform, comes a transition from understanding the platform to putting it in practice. You are fighting the muscle memory of what was done before, and change is rarely easy for anybody. I always start out with examples of content redesigns based on what is currently being used to be inclusive. I also allow for a period of brand reviews and appendices to be added as new design problems are revealed and solved. Yearly brand reviews of all brand materials become a way to reinvigorate and strengthen the organization around the platform.
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