Auto-Owners has been the same down-home, kind hearted, honest company for 100 years and they haven’t needed to advertise too much. So we talked to executives, we called agents, we interviewed customers - and just kept getting the same story: They really are humble and high-quality.

Not only do we need to learn more about their brand, we need to teach them the ins-and-outs of a strong brand architecture that they can apply across all channels of their business.We developed a creative brief format with the help of our clients that will guide us throughout the creative process, ensuring all elements ladder up to the brand architecture. From here, we need to find a tagline that can effectively communicate who we are.