THE GENERAL BRAND REFRESH

Client: The General / Agency: BBDO Chicago

What did we do to a brand iconic for all the wrong reasons? We put it through a branding boot camp, breaking it down and building it back from the bottom up. What emerged was leaner, greener and much more resonant with today’s target audience.

LOGO REDESIGN

We collaborated with iconic lettering artist and type designer Jessica Hische on a thoughtful logo refresh, streamlining the design and softening it to better represent the brand’s goal of being the most empathetic car insurance provider on the market.

Character UPDATE

We worked with the 3D legends at Psyop to modernize and streamline The General’s look and feel, updating everything from the fabric of his uniform to a much needed groom of his iconic mustache.