ABD, a startup Bay-area independent insurance brokerage, is anything but business as usual, so their identity needed to reflect the unexpected.
As members of the team at FUTURE PARTNERS, we grounded the visual ID in their core values:
- Step 1: Make insurance approachable
- Step 2: Introduce smart-minded to like-minded
- Step 3: Find Independence Together
- Step 4: Use Technology for Good
- Step 5: Change the insurance world.
Because ABD is very client-focused, the human element is key. To stand out from the ubiquitous smiling faces typical to insurance-industry marketing — we instead used portraits of clients’ and brokers’ feet. Shot in footwear that expresses something key about each person’s dreams or favorite pastimes, the portraits speak to the freedom & security that ABD aims provide to its customers, allowing them to better pursue those dreams. Shot in black and white, there is also a sense of the simplicity and integrity that the ABD experience offers. Lastly, the photos illustrate the ABD tagline, “Let’s Talk Next Steps,” in a playful way.
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