Safeco Rebrand

Two cross functional teams were united for a rebrand of Safeco marketing and digital. The key drivers for the rebrand were to realign with Liberty Mutual (parent brand), create stronger brand consistency across touch points and create efficiencies across products and teams currently and in the future. 

We reconnected core visual elements between Liberty Mutual and Safeco brands. Created a co-branded identity that represents both brands and ensured that both old and new Safeco brands could co-exist and that the brand works across Safeco digital and marketing for stronger end to end user journeys. We held journey focused pressure testing and key stakeholder reviews to come into alignment across all teams and initiatives. 

My work included initial workshop and cross functional communication, visual design pressure testing, project management, stakeholder reviews, follow up roadshow and communication with interested teams.